A small business in denim.
‘Why denim?’
‘How will you do it?’
‘Who is it for?’
These three questions, followed shortly after I mentioned my idea to anyone… and I mean anyone.
Simply deciding that I wanted to start my own business was easy. It really came down to (in my mind), ‘I’m not happy with my job‘ and ‘I want to do my own thing‘.
seemed simple enough… doesn’t it?
So the questions began… Why denim?
This always felt like the biggest suprise, but to me, it made the most sense. I’d become overwhelmed with this textile, it could do no wrong in my mind. Everyone had it and never understood how it changed and grew, it got older, but it got better. Something deep inside told a story, it was the core of everyone’s wardrobe without being the feature in any.
Working with it every day, I was most excited about the washhouse. Seeing this evolution of nothing to something. Aging and evolving before my eyes, it was a magic that no other piece had.
But something was missing, this mechanical process was/is a marvel to behold, but it missed something, a sense of life. We don’t all wear the same, we don’t all live the same. Who’s story is being told in these jeans?
That’s when it started, the lightbulb moment where raw denim was all I wanted to work with.
Everything I loved, everything I admired… but better. More authentic and more… unique. The pieces became a companion, they told the wearers story. As much as they all started the same, they surpassed everything done in the washhouse. They were unique.
I never saw it then, not right away, but this was ‘why denim’ It was my passion, born from my obsession and would be my life.
To be continued…
