After the exciting commencement of New York Fashion Week: Men’s, came the rush of New York Market Week where designers and brands showed off their freshest designs and samples to retailers in showrooms across the city.
We started our week at Project New York and our very first stop was E.N.D. denim. We had a brief glimpse of the E.N.D. denim line at the Denim Expo hosted by BPD Washhouse in June. E.N.D. is the new offshoot of the venerable Japanese denim brand Edwin (E.N.D. is an acronym of Edwin ‘N Denim). This sub-brand is so new that at this point that their digital footprint is almost nonexistent so we were lucky to have a quick chat with the designer, Yutaka Endo, and get a closer look at the collection at Project.
Highlights of the collection include denim at an entry-level price point, light chambray shirts, hoodies, and super soft polo shirts. All of the pieces feature one or two of E.N.D.’s signature motifs: the mizuhiki or the asanoha pattern. The mizuhiki knot is a bow traditionally used during gift-giving. The asanoha is an auspicious, abstract hemp leaf pattern. Lookout for the release of E.N.D. in the next year and check back at the Denim Therapy blog for more details on the official launch. If you are in the Brooklyn area you can stop by NOS Boutique in Dumbo to buy a select assortment of E.N.D. teeshirts and men’s jeans.
Traditional asanoha pattern stitched into the pocket of a pair of men’s jeans.
Details on a pair of jeans from the women’s line, including a red mizuhiki symbol embroidered on back pocket and peach fabric detail at waist.
Asanohara pattern on the hood of a dark indigo hoodie.
The roots of E.N.D. Edwin jeans with classic arcuate.
—Emily B. McIntosh
Tags: E.N.D., Edwin, embroidery, Japanese, Japanese denim, market week, project