The 1950's brought denim to Japanese youth culture. From American influences, straight into Japan's fashion scene. Originally viewed as provocative by older generations, jeans became the symbol of carefree rebels. Popularity and production increased, leading to mass-consumption and the eventual fall of quality that inevitably comes with it.
However Japanese craftsmen stayed true to their traditional methods; inspired by the concept of 'Takumi', a Japanese word that describes craftsmanship as a way of life. Through vintage machines, indigo dyeing and loom work they produced denim used to create unique items across the world.
Fashion brands from Japan changed the denim scene forever. Their mission? To find the perfect selvedge edge denim. After founding studios to reproduce the highest quality denim they could, their craftsmanship made it out of their home country and straight into the 90’s hip-hop scene in America. This created the Japanese selvedge denim phenomena we know today, taking it full circle to the start of denim's long history in Japan.
20 October 2023
Denim
Dedicated to the Craft
The story of Japanese denim and 3D design
Our G-Star Elwood jeans from 1996 relaunched this year, with the campaign shoot taking place in Tokyo, Japan. A melting pot of culture, inspiration and energy. We dive into the history of the island and its long-lasting relationship with denim.
When denim entered Japan
Craftsmanship dedication meets design innovation
Craftsmanship or ‘Takumi’ has long been associated with Japan. Following the craft has been our dedication since 1989; from our fits to our fabrics, through every stitch and each pattern. Just like Japan, we look at denim as an art form; pushing the boundaries of denim design through innovation. With the same 'Takumi' approach, we introduced the concept of 3D denim in 1996. The G-Star Elwood is designed from the side, swapping traditional design processes for innovative ones by inserting extra seams, panels and pockets. This creates a three-dimensional silhouette that follows your figure and movements.
Express Yourself in Subcultures
United by self-expression, subcultures form as a response to the environment. A community sending a social message to the public; from disruptive fun to forbidden taboos. Subcultures in Japan date back to the 60's, with one of the first; Sukeban, forming as a response to men-only gangs dominating in the country.
Born out of the Harajuku district of Tokyo, the Harajuku subculture was full of eccentricity, rebelling against minimalist Japanese fashion. Fast forward to the late ‘90s and they were popularized with the arrival of FRUiTS magazine. Photographer and founder Shoichi Aoki published subculture street style he saw in Tokyo’s neighborhood of Shibuya.
"Fashion is an act of self-expression, linked to the foundation of humanity." - Shoichi Aoki
To this day, Japanese denim features in high fashion runways and high street collections. The revival of denim within the luxury landscape has catapulted the popularity of the fabric. Moving from streetwear staples into investment pieces. For us, the fabric will long be a source of inspiration, where craftsmanship comes first and quality is unbeaten.
Born out of the Harajuku district of Tokyo, the Harajuku subculture was full of eccentricity, rebelling against minimalist Japanese fashion. Fast forward to the late ‘90s and they were popularized with the arrival of FRUiTS magazine. Photographer and founder Shoichi Aoki published subculture street style he saw in Tokyo’s neighborhood of Shibuya.
"Fashion is an act of self-expression, linked to the foundation of humanity." - Shoichi Aoki
To this day, Japanese denim features in high fashion runways and high street collections. The revival of denim within the luxury landscape has catapulted the popularity of the fabric. Moving from streetwear staples into investment pieces. For us, the fabric will long be a source of inspiration, where craftsmanship comes first and quality is unbeaten.