Brandon Svarc, owner of Naked and Famous Denim came to the Blue Bee Men's store this morning to talk about he and his brother's below the radar Canadian Denim company.
Note the "broken twill" he had used in the Slim Guy jeans that he is wearing. It was a process that Wrangler used to solve the "leg twist" that began happening when jeans were made with right or left hand twill. It is not really needed or used these days but it is a unique rair tecqnique ....and so that is rad, right!
I am officially in awe of his knowlege and passion for the denim making process. I will touch on a few basics of why Japanese Selvage Denim is the best. He told us that there are 3 major elements that make the denim they buy.
1. Made from Selvage looms: Quality, uniqueness, characteristic wear
2. The dyeing process: They have a careful process of dipping and drying the fabric careful to not die completely to the core. That way when your jeans wear there are multiple layers of color that "shine through"
3 The Water: the company they buy from is in Wakayama(near the mountains) where there are minerals that are naturally infused in the water they use for the growing, dying, and washing their jean material. The WATER is what makes them stand above the rest!
He also introduced some additions to his jean line. There will be a hoody available for Fall 10 that is made from these old Italian looms that were sold to Japan(the selvage story of hoodies) It is called the Tsuri Hang, a circular weave, and it takes one hour to weave one meter of material. And as crazy and rare is this hoody they have it at retail value of about $100.....that is unheard of. Those are made in Okayama.
The gimmick is that there is no gimmick, It is our job to make things complicated.