The new men’s collection by Edwin Japan keys into the quieter side of fashion with modern and clean constructions.
E.N.D Edwin And Denim, available online and exclusively throughout the U.S. beginning this month, taps into the denim expertise of Yutaka Endo. Yutaka served as denim designer at Edwin Japan for six years before relocating to the U.S. where he joined Citizens of Humanity as the company’s men’s designer. He later returned to Japan to reclaim his post at Edwin.
The inaugural collection takes basic elements from Edwin and incorporates two distinct design groupings. The first group, Tokyo Slow, showcases relaxed, casual pieces such as the printed hoodie and joggers. The second group, Tokyo Modern, follows a more traditional, modern aesthetic like peacoats. Each piece in Tokyo Modern features a traditional Japanese Mizuhiki marking. The line retails for $39-$189.
The line was formed in partnership with global trading company, Itochu NY. To create a product and distribution strategy specific to the North American market Itochu tapped one of G-Star’s original executives, Deepak Gayadin.
In a statement, Gayadin said, “This collaboration is a very promising prospect for the Edwin brand. Edwin has long stood on its own as one of the world’s most authentic denim brands, rooted in innovation, craftsmanship and fabrics.” The exec added, “Their commitment to progression in design and fit is inspiring and I look forward to watching their expansion in the U.S. market with Itochu.”