Posted on April 7, 2010 – 13:35 in Features | Steven
The Oiler Wash by Edwin Europe
As these rigid denims will have been lived in, worn in by, they will form the basis for some potential washes we intend to include in a future collection.
The TTLTD project will then be opened up to the public for contribution of their denims where they will be able to post images of their wear patterns on jeans they have worn in, lived in, broken in… We will look at all contributions and if some are of interest, offer to exchange the worn pieces for a new pair. Their worn piece will then be the focus of a wash to be included within a part of the Edwin collection we are calling ‘ Indigo Origins’, or ‘Origins’. This line is a premium collection of denim styles, on premium fabrics with washes based on current and real wear patterns, the source of which will be retraceable on the TTLTD site. We are in a way creating in partnership with willing contributors a sort of ‘modern vintage’ feel product as all of the washes will have been sourced recently, and not based on old reference points, but from current, modern living.
This is important to us, and it adds a real, human touch.
The project is actually being launhced as part of the SS11 collection where we have already been in preparation with two willing contributors, who have worn in beautifully from some rigid Edwin denims. Four washes have been created from their wear patterns and will be named after them. Its not live, but almost…
Where did you develop this wash?
Does the geographical location really matter? Italian washes , Tunisia washes, China, Turkey, America, Japan….
I mean, when they have the equipment, the willingness and add some years of knowledge, throw in some technical expertise, laboratory time, patience and see what can be created. Sometimes, the least ‘experienced’ or ‘qualified’ with the willing can achieve profoundly good work as their hearts are in it. Punk Rock ! So it does not really matter in my opinion, so long as that materials worked with are of high quality.
Sometimes, I take a product to my wife who doesn’t have such an interest in my professional/personal passions, and ask her to comment. The results are always brutally honest, which in some respects are extreme, but partially is what a consumer sees in the first 3 seconds of casting their eyes across a product not totally reliant on its marketing or branding prowess. Eye opening or sometimes depressing, I don’t know, but always objective and useful all the same.
Incidentally, the only piece of information I can not give to you regarding the washes is the actual recipe itself. Its not that its ‘confidential’ per say, but its that this product is not out in the market as yet, and out of respect to the brand and also the wash craftsmen/technitians I work with in the laundries…its a kind of pride thing really, as washing is a real art, and some of the chaps I work with are the furthest thing from egomaniacs you can imagine, so I need to respect their relentless efforts in calculating and testing in order to achieve what we are striving for.
Thanks for your time Rey.
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