A Sneak Inside The Store
While stores were more closed than open last twelve months, Japanese denim brand Edwin used this period to give their Berlin store a new fresh look. The store is located in the heart of Mitte in Berlin, Germany. The Mitte area is known as the retail experience shopping area with the coolest stores. The redeveloped Edwin store is now open again, so ready for business.
The Design Of The Store
The store has a clean, minimalistic look with a lot of wood and iron display frames. On the walls, they added framed photographs and art. The big bang in the store is the huge denim wall. The pilar of the store, but also the brand. With jeans washings that go from light to unwashed, they can provide a wide range of people that are looking for that ultimate pair. Next to their collection they also carry a fine selection of accessories.
The Start Of Edwin Jeans
The Edwin is known for some major milestone that shook the denim industry with their ‘stone washing’, and ‘rainbow selvedge’ for example. The brand was founded in 1947 by Mr. Tsunemi in Tokyo, Japan. First, he started doing business by importing old stocks of US denim to Japan as there weren’t any jeans available yet in the Japanese market.
In 1961, Mr. Tsunemi developed the first pairs of Edwin jeans. And only two years later he followed with the world’s heaviest ringspun denim jeans made. This pair was made of 16oz denim fabric and features the famous three-color rainbow selvedge, which is still part of their collection. During the 1980s they invented the ‘stone washing’ treatment, a revolution within the denim industry that influenced most of the brands.
Edwin Store Berlin