Every day I wear jeans. Really, I do. During the week they’re partnered with a shirt and shoes and at the weekend you’ll find them next to trainers and t-shirts. They’ve followed me from London to Canada and even the Far East. I’ve slept in them, partied all night in them and lent them to friends on more than one occasion. Washing them first, of course. They are used and abused until faded, stretched and big holes beyond repair can be found in the crotch.
For me, jeans aren’t a wardrobe staple – they’re a life necessity.
Released by Edwin Europe, this fascinating glimpse into their jeans production is a delight. At the start we casually stroll through isles stacked with material before seeing the denim cut into shape. The video helps us to focus on the detailing that we would normally overlook; the stamp on the front pockets which is hidden inside the leg and the stitching on the back pockets that we never give so much as a glance.
Throughout the video we see how man and machine flow effortlessly when handled correctly, from the the huge hoover that turns the jeans the right way round to the sowing machines that bring it all together.
The second half of the video highlights Edwin’s speciality. If you didn’t know, Edwin are the inventors of stone-washed jeans – they’re the guys who did it first before anyone else. Seeing their industrial washing machines in action and the navy-stained water collecting in pools is somewhat historic, but catching a glimpse of the hand-distressing is a rather unexpected treat. I was never aware of the time and effort it takes to create the look which we now take for granted – and seeing the irons and sand paper used to individually distress each pair is as captivating as it is surprising.
Importantly, the video helps to give an individual identity to each pair of jeans and highlights the hard-work that goes into making a garment that has embedded itself into our society – something we should all remember when we next see them stacked high on shop floors.
Looking good isn’t important, it’s everything.