The popularity of denim as a fabric and its rise as a fashion fabric from its earlier utility as just a durable cloth material is due to the tremendous variety as well as availability. You can wear denim clothes for both casual as well as formal occasions thanks to the superb variety of patterns, finishes and colors.

Denim is also durable and requires less maintenance. It can retain color and shape for many years and this attribute has been well utilized by cloth manufacturing companies to use this wonder material and come out with clothing of different types, one of which is jeans. Various brands of jeans have since made their presence felt in the markets and have been well patronized by consumers, but there have been some brands that have stood the test of time to emerge as leading brands. One of them is the Edwin jeans brand that was launched in the mid 1940s by a Japanese company which imported the denim material from America to make factory clothing for its workers and then gradually evolved into manufacturing jeans for the common public.

The story of how the name Edwin came about is also very interesting. The word ‘Denim’ was rearranged and the ‘M’ inverted to form the new brand name. The company was soon producing the thickest and heaviest jeans at 16 ounces. The quality of this jeans and its durability was apparent in the manner it still retained its shape and fall despite being washed.

This brand then quickly emerged as one which introduced many finishes thanks to the changes it brought about in the manufacture methodology. It also introduced ring wash jeans; stone washed jeans and other varieties that became available to the consumers in many colors and patterns. The stone washed jeans in particular lent a unique fabric feel and soon jeans acquired designer status. The processing technology used to make stone washed jeans was indeed a real milestone for Edwin jeans in its progress towards becoming a major brand universally.

The brand then added one more distinct identity for itself. It crafted and created the tricolor salvage and combined eastern as well as western styles into its fabric. Due to the tricolor salvage, the brand could be easily identified and its authenticity of manufacture as well as place of origin could be found out.

Progressively after that, the brand has been introducing contemporary styles and has been moving with the requirement of the times. Styles, patterns and colors have been used liberally as per the demand to provide that uniqueness associated with the brand and its distinct selvage has always been there to convince the consumer that it is indeed the brand that they have supported over the years.

The brand also chooses its retailers with great care. The natural indigo color used by the brand for the jeans is produced under supervision in Japan so that there is consistency in the color and the jeans acquire the rich depth of this color.