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Japan’s denim brand Edwin steps up US presence with focused collection

Japanese denim powerhouse Edwin is launching a collection for the US market. This line will feature five-pocket jeans and fashion bottoms in denim and non-denim fabrics as well as T-shirts, chambray shirts, outerwear and shorts. The collection will be manufactured in Edwin’s group of factories in Japan. The foundation of the new collection will be Edwin’s production capability, its five-pocket jeans and a unique denim culture.

Edwin is one of Japan’s top denim brands available at 3,000 points of sale, including at 900 doors in Europe. However, in the United States, Edwin has been available only at a handful of boutiques catering to hard-core denim enthusiasts. The brand’s Japanese executives plan to boost its American and Canadian business, where interest in denim runs the highest. So much so 96 per cent of American consumers own a pair of jeans, and 39 per cent of the world’s denim purchases are made by Americans compared to the 20 per cent made by European customers and ten per cent by Japanese and Korean buyers.

Edwin has been historically known as a men’s brand. However, the brand will focus on increasing its women’s business. The upcoming US collection will include 60 women’s products.