The Japanese entrepreneur Mr Tsunemi started his post-war business in 1947 dealing in American Military clothing. He began importing US denim in the 1950s and in 1961 he launched his own range, the one wash Edwin Denim – the name is an anagram of ‘DENIM’ but with the ‘M’ inverted. Championed by subcultures, Edwin Jeans are renowned for their strength and durability, with the legend that they would stand up on their own after washing. Different wash techniques are the back-bone of the Edwin brand, using new and evolving techniques to re-interpret ‘vintage’ styles. Within the Spirit of '69collection, Edwin have created a modern interpretation of the bleached jean style that was much-loved by skinhead subculture.