Selling denim from a mobile store—EVERY DENIM is a brand that sells its original denim from a camper van, based on the belief that it will "change the way consumers behave." It was founded by Yohei Yamawaki and Shunsuke Shimada, who are brothers. Many people will probably be intrigued at this point, but from August 21st (Wednesday), a promotion will be held at Isetan Shinjuku Store, Men's Building 8th floor = Isetan Men's Residence. This Isetan Shinjuku Store, Men's Building is the culmination of a two-year tour that took them to all 47 prefectures of Japan.

This time, we spoke with Yohei Yamawaki, the older brother who handles the design, about his passion for denim, his unconventional sales methods, and his vision for the future.

Event Information

Every Denim Pop-up Store "The Final Destination of a Journey Through 47 Prefectures"

□August 21st (Wednesday) - September 10th (Tuesday)
□ Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence

▶Click here for event details

We deliver not only the product itself, but also the emotion of the moment it is created.

—First, could you tell us what inspired you to start the brand?

"When we started the company, both my brother and I were still university students. It all began when my brother was attending university in Okayama. As many of you may know, Kurashiki City in Okayama Prefecture is a world-renowned denim production area. At the time, it was just a casual idea, but my brother and I decided to go and see the factory, and when we went, it was simply amazing and we were deeply impressed."

"It was a factory that did various processing, including distressing, but when I witnessed the craftsmen's hands, their serious gazes, and the beautiful denim being produced one after another, I thought that more people should know about it. So I started a blog introducing factories and denim brands. I've been using the name 'Every Denim' ever since. That was in 2014."

—Almost all of your funding comes from crowdfunding. And some of those projects have even significantly exceeded their target amount.

"The timing of it being featured on TV was just fortunate, I suppose. We received cooperation from many people for this project, which involved traveling around Japan and holding sales events. That was in 2017. In December 2014, we launched a blog with the goal of bridging the gap between producers and buyers. Nine months later, in September 2015, we started manufacturing our own denim. Currently, my younger brother is in charge of managing the project, while I handle design and production management."

--What is the current situation at the factory?

"Not to mention the rise of fast fashion, there are factories that are in crisis despite employing many highly skilled workers. I felt that it was wrong to let Japan's jeans culture decline simply because it's not well-known, and that we needed to change the structure of the industry itself in order to pass on excellent skills. That's why I launched my first crowdfunding campaign. Fortunately, the project reached its goal, and we were able to start the brand."

—Denim is an item that can be worn by all sorts of people, from Hollywood stars to us. In the vintage clothing market, some pieces can even be traded for millions of yen. What do you think is the appeal of denim?

"It's rare for a fashion item to have a 'pinnacle,' but with denim, there's one that everyone considers the 'Levi's 501.' There aren't many other items that have been deified to that extent. It has branched out in various ways from there, but I think it's a big deal that there's a clear top. In the process of subdivision, people can enjoy the differences from the original. There are many people who call themselves enthusiasts, and I think that's the reason why it attracts people."

Denim pants "Relax (Indigo/Black)" ¥19,800
*Delivery: Scheduled for around October

Born from the desire to create a product that is easy to move in and will be appreciated by people who dislike the stiffness typical of denim, this garment uses highly elastic stretch fibers in the weft, resulting in an incredibly soft feel. It's not restrictive, allowing you to stretch out and relax.

Denim pants "Brilliant" 22,000 yen
*Delivery: Scheduled for around December

This product, named "brillint" (meaning "graceful" in French), was created with the desire to make elegant denim that allows you to easily wear a touch of glamour. It features a lightweight fabric that uses a generous amount of silk, 35% of which has a unique sheen.

NEXT is promoting its new material, "nylon denim," on which the company's future depends.