Personal life experiences inspire EDWIN this spring/summer

30 Jun '11

2 min read

EDWIN Europe unveils spring summer collection for this season. A collection inspired by individuals living their lives in Edwin. Personal life experiences etched into the grain of the fabric in wearing the denim as functional garments, reliable and strong, constructed using premium fabrics and finishes.

The Edwin man is integrated into a tribe of independent free thinkers, his desire to roll amongst the likeminded underpinned by a feeling of kinship and belonging through a common passion for road trips, adventuring into the unknown.

To ascertain the season's highway aesthetic is to dissect the look and feel of the Edwin motorbike brotherhood 'Sons of the Summer' thereby illustrating the highlights of what is the most comprehensive spring summer collusion of fabric, function and form from Edwin for many years.

The collection from the belt loops up is vintage inspired, a conscious juxtaposition of influences from decades gone by and heroes and villains from the world of film and music - Edwin eats, sleeps and breathes culture throughout the design process.

Motorcycle references pepper the collection, partly due to the culture for customisation on the streets of Edwin's home city - Tokyo and simply down to the feelings one experiences riding a motorcycle with friends. A sense of freedom, and of sharing with others the same need for flight and independence. Customisation of ones own motorcycle parallels breaking in ones own denims, unique in spirit.

The true spirit of Edwin Jeans is created by the person living in them, making everyday count with yesterdays memories etched into the rich indigo fabric, in the knowledge that tomorrow's good times are still to be created.

Mr Tsunemi had a passion for denim, which inspired him to import them directly from the United States as no denim was manufactured in Japan at that time. In 1951 domestically manufactured denim was available for the first time in Japan. In 1961 Mr. Tsunemi crafted the first pair of Edwin denim jeans.

Utilising the letters D, E, N, I & M (reversing the M creating a W) he created the brand name 'Edwin'.

EDWIN Europe

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