The Start Of Heroes

Heroes by Ian Cunningham is a new initiative and an homage to the influences in his life that have guided him to where he is in his life currently. He started Heroes for them, but also because of them. Towards the beginning of the pandemic, he was let go from Gap Inc. after nearly 20 years, at which point he was blessed enough to take that opportunity and use it as a catapult for creating something of his own. And, so Heroes was born.


Ian Cunningham in his makeshift studio and factory, where his mother-in-law and he shared many ideas, created prototypes and eventually the final product. Ian shared that it has been a special journey getting to know her better and working together on this dream. It’s really a family business.

The Combination Of Two Passions

The two biggest passions in the life of Ian Cunningham are his guitar and denim, so why not combine these two. With Heroes, he wanted to bring these two together in some form, and this is the result. With his achieved knowledge within the denim industry in production and fabric R& D to design he created this product with authentic details and trims.

Each guitar strap has an element of sustainability as Ian is using factory seconds for the canvas backside of every strap. Next to this, he’s also using local upcycled fabrics from pre-owned denim and US military garments to help reduce post-consumer waste. This is also a durable leather alternative.

Developing new models and special editions are planned already, as well as the introduction of some new accessories.


Product photo of The Original Raw Indigo guitar strap, which is the staple of the collection.


Selvedge detail from The Original Raw Indigo strap.

The Original Raw Indigo Guitar Strap

The base model of Heroes is The Original Raw Indigo guitar strap which is made from a heavyweight 150z mid-indigo Japanese selvedge denim fabric combined with a 12oz brown duck canvas underside. It features a heavy-duty buckle slider for easy size adjustment.

The guitar strap is made with an old gold topstitch, military gold embroidered logo, tumbled matte pewter buckle slider and loop, and raw copper rivets. The strap is 2.5” wide, adjusts up to 5” long. They’re handcrafted in Austin, Texas.


Product photo of the some of the styles that will be offered on the Heroes website. 

The Heroes Brand Is Now Live

The Heroes brand launched last weekend, so they’re now ready to order!


Dust bags hand made for each guitar strap. These were actually made from a Gap chambray button down that Ian purchased for $1 at a garage sale in the neighborhood. He immediately recognized the fabric from his production days, things have really come full circle!


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Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.