mttr

Het MTTR Brand Launched First Pair Of Jeans

On this remarkable denim day, May 20th, Bob Shankly is releasing his new denim brand MTTR, pronounced as em-tee.tee-ar. The idea behind his new denim brand is that if you’re making something the world doesn’t need, you’d better be sure you’re making a difference. So, here’s the first MTTR pair of jeans called M1, referring to the designer of the jeans, Mohsin Sajid, a very well-known and respected denim designer.

mttr

mttr

The Start Of The MTTR Brand

Bob Shankly has a long history within the denim industry but came up with the idea to start his own brand while going through a period of illness. He was brave enough to leave his much-loved job, working for a much-loved UK denim brand. During a time of recovery, the idea of starting his own denim brand was born. An idea he already had in mind for years, but always questioned himself, ‘’We’re already drowning in waste clothing, does the world need more jeans?’’

Soon, he realized that he was asking himself the wrong question. Or as Bob Shankly says, “I needed to start ‘thinking wrong’. Because the question wasn’t: Does the world need more jeans? It was: If I’m making something the world doesn’t need, how will I make a difference?”

So, when he sat down to think about what kind of denim brand the world needs today, he wrote 4 things he believes matter:

Make noise. Not jeans.

Think ‘forever’.

Truth be told.

Respect. Reject.

It’s these 4 key values which are the starting point for his MTTR brand. And in his opinion, everything does.

mttr

mttr

mttr

The Design Of The First MTTR Jeans

Together with Mohsin Sajid of Endrime Studio, Bob Shankly started working on the idea for the first pair of MTTR jeans. A relaxed tapered fit that is available in a selvedge and non-selvedge version, without any gender bias. The aim is to create a pair of jeans that anyone can wear.

The outcome is a jeans which has no virgin cotton, no rivets, no leather, no polyester and, as said, no gender bias.

With the brand, Bob wanted to do something different, something new and above all, something that matters as there’s no point making just another pair of five-pocket jeans. There are already so many of these, so when you do make something, make something that stands out.

Bob says, “One of the biggest problems of the fashion industry is overproduction and a system geared to creating waste on an industrial scale. All are driven by trend cycles and the media — the effects of which are devastating for people and the planet.

mttr

mttr

mttr

The Special Denim Fabric

The MTTR M1 jeans is made with a focus on using waste materials and is the first brand to be using a new 12 oz. regenerated denim from Cone Denim called Bonsai. This denim fabric is made from 100% recycled PIW cotton (both warp and weft), which is GRS certified. And dyed using Distilled Indigo™, pre-reduced “liquid indigo” dyes that “are the cleanest in the market”.

Bob Shankly says, “On the 150th anniversary of the riveted blue jean we’re honored to be the first brand to be using this groundbreaking denim from a mill whose story is interwoven with the story of the blue jean. Our thanks to Pierette Scavuzzo, Design Director at Cone Denim for her support”.

mttr

mttr

The Unique Features On The Jeans

In contrast to MTTR’s minimal aesthetic are the details, which are far from minimal. Below in bullets the special and unique features of each pair;

Detachable buttons based on Pilcher’s Automatic Bachelor buttons (circa. 1904), as well as detachable Corozo buttons and artist-designed sets, help make the jean easily recyclable.

  • A replica 1873 dollar coin in the coin pocket which links a smartphone to an online lifecycle analysis of the jean.
  • An extra eyelet on the waistband keeps the jean in use.
  • 3D belt loops sewn on a 1930s Union Special #6400 belt loop machine.
  • Outseams on non-selvedge overlocked on a 1930s Union Special #39200.
  • Slim, 3/16” white line selvedge on selvedge jean.
  • Continuous one-piece fly patented by David Neustadter in 1877.
  • Internal labels and thread made from Tencel.
  • Recycled camo pocket bag. Nature, not war.
  • Binding on the pocket bag, not overlocking.
  • Slanted ‘logo’ back pocket. Containing a quarterly catalog about design, denim, and doing business differently.
  • Hemmed with 1930s Union Special #43200G ‘Bulldog’ machine, which gives the jean the highly desired ‘roping’ effect along the hem edge.

mttr

mttr

Only 501 Pairs Per Year Will Be Produced

MTTR will produce a limited run per year, just to keep their business alive, so they decided that they will produce 501 pairs. And not a single jeans more. And, they will keep an eye on every pair too, so when it’s at the end of its lifetime, you can send it back and it will be recycled for a future pair of MTTR.

For MTTR this isn’t a marketing story, or a question of sustainability, it’s about responsibility. Or as Bob says, “Own your shit.”

mttr

The Next Step With The MTTR Brand

Now, as the first pair of MTTR is released, Bob is already busy designing a follow-up pair. The design of the 2nd jean of the brand will be a big part of the denim’s future. It will be made with a unique zero-waste pattern, a concept, and design by Mohsin Sajid. Which Bob thinks, “is a work of art”. This pair of jeans will be called the M0, so stay tuned for the future of MTTR.

Denim design:

@endrimestudio @mohsinsajid_

Denim:

@conedenim @scavuzzito

Identity:

@studio_sutherland

Images:

mttr

mttr

mttr

All images provided by MTTR.

Follow the MTTR journey via their Instagram feed @emtee.teear and check out mt-tr.com.

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.