The value of denim lies in the individuality it acquires from being worn in work and daily life, such as wrinkles and natural fading. The "ONOMICHI DENIM PROJECT" is putting into practice an unprecedented, world-first, initiative where people in the denim-producing region actually wear and "break in" their denim. We spoke with Mikihiro Wada, Section Manager of the ONOMICHI DENIM PROJECT, about "Onomichi Denim," which will be making its debut on the 8th floor = Residence/Charlie Weiss.


We will implement this throughout the town and promote the town's appeal.

--This time, "Onomichi Denim," which is being sold outside of the "Onomichi Denim Shop" in Onomichi, is a unique project the more you learn about it.
When we started this project, most people in Onomichi were puzzled. They said, "There's no way that will sell." However, after many discussions, we convinced them that working together would revitalize the town and help promote its charm.

—I understand that 270 people participated in the first phase, which started in 2013.
Yes, the first phase took place from the end of January 2013 to the end of January of the following year, and 540 unique, one-of-a-kind used denim jeans, each with its own story, were completed. Yoshiyuki Hayashi, the designer of RESOLUTE, inspected each and every pair, checking the vintage feel and determining the price. 90 people participated in the second phase, and currently, 120 people are participating in the third phase.


—So all the denim that's been produced in that way is sold at the Onomichi Denim Shop, right?
The Onomichi Denim Shop opened a year after the project started. Because there was nothing to sell until then (laughs). Onomichi Denim is a denim brand created by Mr. Hayashi, who is also known as the founder of Denime, and he has a belief that "denim should be broken in and made to look good by the person who wears it." He also conceived and supervised this project.


Come to Onomichi to find your perfect bottle!

—What kind of reaction did you get when the denim actually appeared in stores a year later?
The innovative nature of the project was widely reported in the media, generating an overwhelming response that continues to this day. The shop's first customer was a local high school student who came to the shop clutching the money he had saved from his part-time job. The mayor of Onomichi also participated in the project, and a candidate running for city council in Osaka bought a pair of jeans that fit the mayor perfectly, exclaiming, "With these, I'm sure to win!" Customers enjoy imagining the stories etched into each pair of jeans.


—It truly is a once-in-a-lifetime encounter.
The fact that each encounter is also a part of this project is what makes it special. Furthermore, it's not just one-way communication from the wearer to the customer; we also provide feedback to the wearer about the people who purchased the shoes.

—You're really putting a lot of effort into it.
When we tell customers, "This is the kind of person who bought it," some are moved to tears, saying that their denim, which has been with them through thick and thin, is "getting married." Each pair of Onomichi denim has a real story connected to the people who have worn it in the past and those who will wear it in the future.


Wear these while feeling the atmosphere of Onomichi, a small town in the Setouchi region.

—Are the jeans you're wearing today, Mr. Wada, also "break in"?
That's right. This is the "second generation" version. We distributed the denim once, but the owner didn't have many opportunities to wear it for work, so this nearly new pair is now being worn by the second owner, and is continuing its story.


--So, please tell us about the appeal of Onomichi denim.
I'm often asked, "Why do jeans worn by other people have value?" The ONOMICHI DENIM PROJECT is a project that can only be realized by Japanese people who are serious about working hard and living their lives every day. Denim is an item that honestly reflects one's work life, and it is the only thing that can be worn while imagining the life that went into it through its stains and tears. This project prioritizes the necessary effort over efficiency and challenges itself to create a new value for denim. We hope that you will learn the stories of the people who work in Onomichi, a small town in the Setouchi region, and feel the atmosphere of Onomichi when you wear our jeans. And we would be grateful if you would support us so that the day will come when "Onomichi = the town of denim."

Onomichi Denim Sale □ March 30th (Wed) - April 12th (Tue)
*On April 2nd (Sat), 3rd (Sun), 9th (Sat), and 10th (Sun), Mr. Mikihiro Wada, Section Manager of the Onomichi Denim Project, will also be selling products at the store.

Photo: Ozawa Tatsuya

inquiry
Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence
03-3352-1111 (main representative)