by Brian Lipton

Sixty year-old denim brand Edwin has formed a new partnership with global trading company Itochu to launch a contemporary men’s collection, E.N.D Edwin and Denim, which will be available online at www.edwin-usa.com starting on February 1. The line will retail from $39-$189.

Yukata Endo will serve as the line’s head designer. He worked as a denim designer at Edwin Japan for six years and then joined Citizens of Humanity as menswear designer. Deepak Gayadin, a former executive at G-STAR, will be in charge of the line’s product and distribution strategy.

The inaugural collection will take basic elements from Edwin and incorporate two distinct design groups: Tokyo Slow, which will showcase relaxed and casual pieces such as the printed hoodie and joggers; and Tokyo Modern, which follows a more traditional aesthetic and is emblazoned with a traditional Japanese Mizuhiki marking.

“This collaboration is a very promising prospect for the Edwin brand,” says Gayadin. “Edwin has long stood on its own as one of the world’s most authentic denim brands, rooted in innovation, craftsmanship and fabric. Their commitment to design and fit is inspiring.”

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