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Thursday, June 11, 2009
Product development has got to be one of the most fun parts of working at indi. Not only does it mean we get to be creative, but it also means one of my favorite things—new jeans!
Today we are taking some of the final steps to launch our new Spanish and Japanese denims. We’ve tested out the fabrics (see Marybeth in her Japanese fits below), perfected the washes, and are just about to set them up for web. Now, all that’s left is for the engineering powers that be to do their thing, and you, too, will be able to design your own Spanish and Japanese jeans.
For all of you who aren’t familiar with what makes Japanese and Spanish denim worth the trans-atlantic/trans-pacific journey, you’ll just have to check out my forthcoming blog entry. But because I’m a big fan of teasers, here is a brief description (along with a picture) of our new denims designed to whet any jean connoisseur’s appetite.
Turning Japanese?
Japanese denim, perhaps the most coveted of all denims, is actually spun on vintage American shuttle looms that were purchased by the Japanese after WWII. Traditional production techniques and smaller looms mean this denim is far more labor intensive to create, but the Japanese, for whom the phrase “bigger is better” doesn’t really resonate, saw a business opportunity and snatched up the looms faster than the Americans could say, “wait, how much will that vintage looking denim sell for in the 21st century?”
Hecho en Espana
European fabric, in general, is known for quality, style and, of course, pride and pretentiousness. So when we were selecting our Spanish fabric, we wanted to make sure it was as loud and proud as possible. Accordingly, we chose a denim with a fine yet bold crosshatch—think sophistication, with an edge.
Still want to know more about these new fabrics? Check back next week, and I’ll give you the full 411 on Japanese and Spanish denim. I promise not to disappoint…
posted by: Julien on June 11, 2009 at 3:17 pm
filed under: Happenings at INDi | Add a comment
TAGS:
japanese denim,
spanish denim
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