Edwin takes "creating perfect jeans" as the slogan, and uses the latest ammonia liquid treatment technology to finish the fabric, so that the jeans are soft, shiny and not easy to deform. The comfort of fabric has become a big selling point different from the old European and American jeans, which is expensive (1280 ~ 2280 yuan) and the style pursues the ultimate effect.
2 brand status
Edwin jeans have become a landscape in Japan from a symbol of rebellion to a symbol of fashion.
Jeans are an indispensable landscape in Japanese clothing industry. For half a century, jeans in Japan have evolved from a symbol of rebellious youth to a symbol of fashion. According to Japan's Yonhap News Agency, high-quality jeans are now sold in major department stores in Japan, and jeans have even become professional clothes for Japanese women.
At the end of World War II, jeans were first introduced to Japan by American occupation forces. In 1960s, Japanese began to mass-produce jeans in China. By the 1970s, Japan sold 8 million pairs of jeans every year. At present, the number of jeans sold in Japan has soared to 80 million each year, including jeans made in China and other parts of the world.
Tian Tao Kumar, 25, has been working in a jeans manufacturing enterprise since she graduated from high school eight years ago. He said: "The most attractive thing about jeans is that if you wear them all the time, they will fade gradually. In this way, every pair of pants will become different. " Tian Tao has 40 to 50 pairs of jeans. He said, "I have been wearing jeans since I was a teenager. Up to now, I have spent at least 1 10,000 yen (1 US dollars is about 1 14 yen) on various jeans, and the most expensive one has cost 50,000 yen. "
Jun Qing Hirata, 58, started working in a company that produces jeans in the 1970s, started his own clothing production enterprise in the 1980s, and started to produce hand-made jeans from 1995. Now his company produces 300 pairs of jeans every year, each of which costs 39,900 yen. It is reported that this kind of handmade jeans made without machines is particularly popular in Japan at present. Some jeans manufacturers have specially punched several holes in the faded jeans to make them look shabby, and this kind of jeans is the coolest in the eyes of buyers.
Chang Qiuji, 6 1 year-old, is the chairman of Edwin, Japan's largest jeans company. He said that his company's strategy is to provide jeans that are suitable for Japanese body characteristics and easy to wear. Chang Shen said, "Before we sell jeans, we should wash them first. I think soft and easy-to-wear jeans are better than hard jeans. "
3 process characteristics
The tailoring of Edwin jeans is calculated by a sophisticated computer, which consists of a main body, a front pocket and a back pocket. The production process is gradually completed from detail sewing to overall production. The last stage of sewing is sewing "ID"-"leather label", which is called jeans. The next step is the most important washing processing part, which is also the most important key to determine the soul of this pair of jeans. It is the main stage for professionals to show their professional skills. Using professional secret recipe or hand polishing to create cat whiskers or whitening texture treatment, or deliberately destroying, wearing and other second-hand traces, the professionals will design and supervise themselves. In the washing process, various materials such as light stone, artificial stone and rubber ball are used to create a unique style. Constantly innovating and integrating technology and craftsmanship, this is how Edwin can design and produce the world's top jeans.