Charlotte Road in Shoreditch has a new resident. The Japanese denim specialist’s, EDWIN, have chosen this location to open their first store for the admiring London public – a step that has been well received (by myself especially, as trying to find a stockist can be a nightmare!)
Established way back in 1947, EDWIN is an integral part of jean history. Their past innovations in the denim field show a love of the worn-out look that could only ever be achieved after a decade of ranching, lassoing and gun slinging. Back in the 80s they invented the stone-washing procedure, in order to give their vintage denims already in production a new aesthetic. The fact every brand that produces jeans today has a stone-washed style in their back catalogue is the highest form of flattery that could be paid to the company; their influence is revolutionary, even if largely unknown.
Back to the new premises, the interior has been fashioned in order to embody EDWIN’s main product; retired scaffolding boards create an atmosphere where denim and its tough, durable nature fits perfectly. Furthermore, the dusty decking, along with the white-washed walls and metal grills create a simple and somewhat Americanised environment.
The new no-frills home is a reflection of a company that puts quality above all else, something I can personally vouch for – my most recent purchase being a leather jacket by the aforementioned. With products that speak for themselves, there is no requirement for the brand to show off. If EDWIN was a mate, he’d be the guy that never really worried about anything.
Looking good isn’t important, it’s everything.
Check out the video below to view Edwin’s new London accommodation: