Preloved: Denim brand creates new collection from worn-out jeans

19.02.2010 Clothes : Trousers : Picture

Basel, Switzerland – Would you be prepared to wear the same pair of jeans every day for a year? In its quest for the perfect denim wash, denim brand Edwin” is proposing that Edwin enthusiasts do just that.

A variety of individuals, chosen for their diversity, will ‘live and breathe’ their Edwins, and the project’s name, Tinker Tailor, refers to this diversity, also found in the ‘Tinker, tailor, soldier, sailor … ’ traditional nursery rhyme.

The project runs for 12 months and staff at Edwin will keep a diary of ‘wear evolution’ by taking pictures and uploading them to the TinkerTailorltd blog site. The unfolding patterns of wear and tear will be used to create a unique, limited-edition denim wash that will be available in exclusively chosen boutiques.

As explored in our recent Inspire, fashion brands are increasingly endorsing ‘wearing in’ rather than ‘wearing out’.

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