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In the 1960s, a number of domestic jeans makers, including Edwin, appeared on the market one after another. The Japanese fashion scene gradually matured, partly due to the popularity of Ivy fashion. Jeans also came to be recognized as a fashion item. As the hippie movement took off from the late 60's to the 70's, bell-bottom jeans with wide open hems became popular. Meanwhile, EDUIN developed a new technology to create an unprecedented fit by analyzing the structure of the human body. The stylish straight silhouette of the "1050" series, created by applying this technology, became a huge hit along with the rise of West Coast and heavy-duty styles.

. illustrates the various ways in which denim can be worn and coordinated, and conveys the ease with which denim can be worn. The bell-bottom type silhouette is also a characteristic of this period.

. The ad features an impressive model wearing bell-bottoms with a large hem spread. The ad explains the stitching on the back pockets, which is an icon of the "EDUIN" brand.

An advertisement for the launch of colored jeans in a total of 25 colors. The visual representation of the wide variety of colors as paint in a can is unique.

The ad states that if the jeans you purchased are defective, please contact the retailer or the head office for a replacement. The ad's impressive copy expresses confidence in the quality of the product.

In the 1980s, designer brands flourished and many people in Japan became interested in cutting-edge fashion. Under such circumstances, world-class brands began to incorporate denim into their designs, which had previously been recognized only as a workwear material, and denim completely moved out of the realm of workwear. Denim established its position as a fashion item for building a sophisticated style. Around that time, EDUIN, which had already developed a technique for processing used denim using sandpaper in the 1970s, developed stonewash, which uses stones and a mixing machine to produce a natural fading effect as if the denim had been worn for several years. With this world-first technology, EDUIN became the top brand of jeans produced in Japan.

An advertisement for a model that fully embraces Made in the USA. The wild black-and-white visuals express an American feel.

The pop visuals are an impressive collage of cultures symbolic of both the U.S. and Japan . The ads are appropriate for the model's name, International Basic.

Edouin, a pioneer in the wash process, has been actively promoting its appeal in its advertisements. . By using black-and-white photos, the quality of the faded color of the jeans is conveyed more clearly.

Edouin's first advertisement was in the magazine Men's Club. After that, we continued to place ads in the magazine to spread awareness of the brand name "EDUIN" and the fact that we are a jeans manufacturer.

From the late 80's to the 90's, Japan experienced the "Shibu-Kaje" boom, and young people in the world became more and more interested in authenticity. Vintage denim also attracted a great deal of attention, and premier models began to fetch high prices. In response, EDUIN introduced a series of masterpieces in pursuit of real vintage, such as the "505" made of selvedge denim and the "503" series, which became a big hit. In addition, EDUIN's advertisements featured not only popular Japanese celebrities but also Hollywood star Brad Pitt, and there was no shortage of topics of conversation.

A 1991 ad featuring a black man as the model. Stylish visuals with only model cuts and the brand logo were used to reach out to the fashion crowd.

An advertisement for the "Frontier Series," which was the origin of the "503" line. The vintage look with uneven threads was appealing. The visual also gives a sense of American work taste.

The famous "503" became the talk of the town after a commercial featuring Brad Pitt, the most seasoned Hollywood star and the man who looks best in jeans. The contract continued for more than 15 years, and many commercials were produced.

Thus, EDUIN has led not only the denim scene but also the Japanese fashion scene by bringing about numerous innovations in jeans and conveying the appeal of jeans through various advertisements. And now, armed with the technology and experience it has cultivated over the years, the company continues to take on new challenges. The two new pairs of jeans that have just been released are symbolic of this.

These new items are being released to commemorate the first anniversary of the opening of EDWIN TOKYO HARAJUKU. Both are basic dark blue 5-pocket jeans, but there is actually a very big difference. The left one is priced at 50,000 yen and the right one is priced at 5,000 yen. What a difference of 10 times the price. Edouin has been offering reasonably priced, general-purpose items to many people, while at the same time providing high quality items that are sure to satisfy jeans lovers. These two models show the breadth of Edouin's business.

Vintage Straight" is made of denim fabric woven on Japanese cotton shuttle looms after rope-dyeing in pure indigo using organic cotton from the U.S. The jeans are cut and sewn one by one by craftsmen at Edouin's Akita factory. The jeans are hand-cut and sewn one by one by craftsmen at Edouin's Akita factory, and boast a level of perfection that is truly a condensation of the history of Japanese denim and the history of Edouin.

On the other hand, "Su Jeans" are made with the theme of "reexamining the value of jeans," pursuing quality by using Kaihara denim and eliminating details such as leather labels and stitching on back pockets, in pursuit of "ultimate simplicity. The brand pursues "ultimate simplicity" by eliminating details such as leather labels and back pocket stitching, while pursuing quality through the use of Kaihara denim.

Looking back at the history of EDWIN and Japanese denim, and then looking through the legs of these models, we are sure that you will reconsider the value of jeans as a product.