In East London, more precisely in Shoreditch, the Japanese high end jeans label Edwin opened its first European brandstore on March 8th 2012. The furnishings are unobtrusive – the focus lies on the products. The materials used are mostly recycled.
The planks of wood, with which the floor and the walls are covered, were used in the erection of scaffolding. However, recycling is not only valued for environmental reasons, but also to establish an analogy to worn denims that become more individual and more beautiful with age. The start of the company’s history as trader of US military uniforms in Tokyo’s Nippori district is also taken up in the opening. In addition to the denim collection, a selection of vintage army watches is offered.
Edwin London Store
47-49 Charlotte Road (MAP)
Shoreditch
EC2A 3QT
