U.S. consumers want sustainable denim, Edwin Denim says

Japanese denim label Edwin denim recently relaunched business in
the U.S., building upon growing interest in sustainable denim
practices among consumers in the market.

“Timing was on our side,” the brand’s newly appointed U.S. creative
director Catherine Ryu told FashionUnited. “Sustainability was more or
less a novel idea that few specialty stores cared for six to eight
months ago. The demand has grown exponentially with more stores and
consumers becoming aware and concerned about environmental and ethical
issues.”

Edwin’s product line is manufactured at Saitex, popularly known as
“the world’s cleanest denim factory.” The Fair Trade and
Leed-certified facility recycles 98 percent of its water through a
closed-water system, relies on alternative energy sources and
repurposes byproducts.

Saitex’s principles directly align with those of Edwin. Rye
explained, “The ethos of Edwin USA is to create value through
responsible innovation in sustainability and a mindset in which ethics
and environmental improvements are the priority at every stage of
design, research & development, and manufacturing without compromising
style, fit and quality.”

Positioning itself as a purpose-led brand, Edwin’s relaunch is
centered around showing the brand as a sustainable, responsible label
that belongs in the wardrobes of U.S. consumers “Denim is the
cornerstone in everybody’s wardrobe. We must fix antiquated old ways
of denim manufacturing standards to a new frontier of sustainable and
ethical methods,” Ryu said.

Edwin seeks new demographic with U.S. launch

While broadcasting its sustainable angle to American consumers,
Edwin hopes to reach more female consumers than it does in other
markets. Ryu noted that the global brand retails among a predominantly
male audience, while Edwin USA offers both women’s and men’s
collections, with a focus on the women’s premium denim sector.

Edwin USA offers two lines in: Edwin Essentials for everyday
styles, and Edwin Vintage for more elevated and fashion-forward
silhouettes. Both lines feature women’s and men’s styles, and
prioritize consumer’s style interests equally to sustainability
interests.

“Fit, wash, and quality of denim are still the number one
priorities for customers when purchasing,” Ryu said. “When customers
know there is sustainability, ethical manufacturing practices, and
fair price built in, it’s an easy choice for the consumer.”

Photos courtesy of Edwin USA

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