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Long John Collab With APXPRESS

Long John proudly presents the original ‘The Lucky Golden Button’. The button is developed in collaboration with global branding company APXPRESS and is now launched as a limited-edition necklace.

Homage To The Gold Miners

‘The Lucky Golden Button’ is a homage to the miners who started the search for gold during the mid-1800s in California, U.S.A. This period is known as the ‘Gold Rush’ period and is often referred to as the kick-off of the history of denim nowadays. As the miners were searching for gold, the raw brass used for the Long John button has that same golden look. It represents inner wisdom and provides security.
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The Button Design

The laurel leaf design on the button is mostly seen during World War 2 as denim brands were forced to use standard materials in order to save material during wartime. The laurel leaf was globally known and recognised as a symbol of peace, protection, and victory. Laurel leaves were also commonly put under pillows at night to gain inspiration through dreams.

For the Long John ‘The Lucky Golden Button’, a five-pointed star was added to the design. A powerful symbol that symbolizes five star quality. The button design is co-created by the skilled graphic designer Davide Bionde from Italy (also founder of the Hen’s Teeth denim brand).

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The Button And The Necklace

The construction of the button is referred to as ‘donut style button’. This type of denim button, with a diameter of 16,8 mm, has a long history dating back to the early-1900s. For the Long John ‘The Lucky Golden Button’, raw brass material was selected from APXPRESS’ sustainable FairPlay™ range. For the necklace, we used a classic ball chain, a nod to military. Durable, timeless, and a good match with your denim outfit.

”Together we share the same values when it comes to authenticity and quality. Therefore, partnering together with a company such as APXPRESS felt very natural and organic. It’s always a pleasure to work with passionate people who want to bring something to a new level and standard. APXPRESS knows exactly what’s happening and is a key player within the industry. The outcome of the collab feels like a celebration of our shared passion for denim and our years of friendship.” Wouter Munnichs, founder of Long John.

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Wear It With Pride

Wear your special ‘The Lucky Golden Button’ necklace by Long John x APXPRESS with pride and be part of the Long John family. It will bring you luck on many denim adventures to come!


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.