The Reference Council

The Oiler Wash by Edwin Europe

I think that is a really interesting point. How do you balance your own interest in producing forward thinking, directional pieces of clothing, satisfying the need for constant newness in order for EDWIN to be talked about with the need to actually selling jeans?

Indeed, a good question. In many ways, this information has to come from real people. By travelling and discussing, researching and thinking about current trends vs. what we are trying to achieve, which is effectivley a long standing quality jeans product. It has to ‘feel’ right, which is in some ways down to gut instinct and not straying from ones path. We are what we are.

I believe that by sticking to our guns, we are able to devlop slowly but consistent pieces which are intersing in fabric, style, detail and wash whilst offering a commercially viable product. It is an evolutionary process from season to season, year to year and a continued team effort in improving and sustaining quality so that our customer can be assured that the product they purchase is of high standard, as they would expect.

You mentioned earlier, that this wash and the move towards it is only the beginning. Where are you planning on taking us with EDWIN?

We have started to explore the possibility of creating washes based on real peoples wear patterns in our modern lives. We have recently launched a project called TTLTD or Tinker Tailor… This project is designed to follow the wear process of Edwin denim via a selected group of participants who will document their daily lives and interests. The participants document and post information to the TTLD blog. At the start of 2011, we will hold exhibitions showcasing these worn and lived-in denims along with works from the participants, whatever they feel is relevant to their lives. These exhibitions will be held in our showrooms in Paris, London, Berlin, Milan and Stockholm.

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