Iconic Japanese denim brand Edwin Jeans is re-launching in North America with Adriano Goldschmied at its creative helm.
For the re-launch, Goldschmied has tapped into Edwin’s long history for inspiration while bringing a modern aesthetic to the new collection. Staying true to the roots of the brand, the collection will be manufactured in Edwin’s own factories in Japan.
As both icons of the denim business, Vince Gonzales, Edwin brand sales and marketing director for North America, said Edwin and Goldschmied are a perfect fit. “Adriano brought a more modern approach to Edwin. State of the art washes and finishes on various styles,” Gonzales told Rivet.
The first limited capsule collection for men and women will be available for Holiday ’17. The brand offers four fits for men and seven fits for women and will add a wide leg to both mixes soon, Gonzales reported. The collection’s wholesale price range for 5-pocket jeans is $90 to $148.
Bestsellers include the men’s Marlon—a drop crotch, vintage-looking style with a shorter inseam meant to be rolled up and cuffed—and the Raymond, a classic slim style. For women, the classic straight leg Emma and a retro jean Rachel are performing well.
Jeans are made with Edwin’s exclusive heritage selvage fabric called Rainbow Selvage. The collection also includes some power stretch in garment dyed and distressed washes, garment dyed pigment washes in its skinny jean the Morrison and various other modern stretch denim fabrics. Gonzales noted that 90 percent of the fabrics used in 5-pocket styles are made in Japan.
For Spring ’18, Edwin will release a small and focused collection at Ron Herman, Fred Segal, Got Style and Still Life. Gonzales said the collection is geared toward the top premium denim retailers in the U.S. and Canada.
Edwin launched over 70 years ago and has built a reputation for utilizing exclusive fabrics, revolutionary production technologies with state-of-the-art finishing and continual progression in design and fit. The brand has over 3,000 points of sale at retail in Japan and Europe and 21 company-owned stores in Japan.
