Jeans brand Edwin embraces 'made in Japan' label

Denim maker keeps workshops close to home as it opens its own stores

20241217N Edwin Kyoto Sanjo

The Edwin Kyoto Sanjo concept shop draws 70% of its customers from overseas tourists. (Photo by Seiya Ota)

SEIYA OTA, Nikkei staff writer

TOKYO -- In a shrinking market for jeans, denim maker Edwin is fighting to be one of the last brands standing in Japan.

The Edwin Kyoto Sanjo store in one of Kyoto's most popular shopping districts sells around 50 items of denim wear, including jeans for 22,000 yen ($143), roughly twice as expensive as the brand's earlier mainstays.

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