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We are not a normal denim company and we never will be. Instead of relying on celebrity endorsements and expensive ad campaigns, we devote all of our resources to sourcing the world’s best fabric and turning it into awesome jeans. No marketing, no washes, no pre-distressing, no nonsense. Just excellent denim at a reasonable price.We are denim nerds. We use Japanese selvedge denim which is woven slowly and painstakingly on old shuttle looms. Why Japanese? Because they are the only people on earth who obsess as much about denim as we do. Japanese fabric has more character, higher quality and way more soul than modern mass produced denim, and as a result it ages and fades beautifully with wear and wash. We travel to Japan multiple times a year to find new fabrics, working with denim mills to develop crazy things like glow-in-the-dark denim, cashmere blends, raspberry scratch-n-sniff, reflective denim and rainbow fade denim.