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NY Market Week: Edwin’s E.N.D. at Project

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.

E.N.D. edwin asanoha
Traditional asanoha pattern stitched into the pocket of a pair of men’s jeans.

japanese denim E.N.D. women's denim
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.

E.N.D. denim hoodie asanohara
Asanohara pattern on the hood of a dark indigo hoodie.


E.N.D. Edwin japanese denim chambray

E.N.D. denim mizuhiki

Edwin denim
The roots of E.N.D. Edwin jeans with classic arcuate.

Emily B. McIntosh

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Posted Jul 31 2015 in Denim News » Events » Reviews: Brand

PROJECT New York Style Roundup, Part 1

It goes without saying that a meeting of creative, stylish minds such as PROJECT would result in excellent scouting grounds for killer ensembles. We were hunting for denim, but PROJECT-goers (exhibitors and guests alike) all packed some punch in the dressing department. From full length dresses to dapper suits and Hamptons-bound pastels, we captured some of our favorite looks for a post-show round up. Expect to see some covetable denim as well.   Stay tuned for part 2!

street style denim therapy project show new york

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Photos by Raffael Flores Contreras.

—Michelle Christina Larsen

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Posted Jul 21 2011 in Denim Fashion » Street Style Watch

Nudie Jeans Celebrates Environmental Award & Reps Eco-Conscious Denim At Project

When Nudie Jeans Co. won the Bra Milj?val, AKA Good Environmental Choice award back in April, it was clear their presence as the top environmentally conscious denim brand in the industry was becoming a powerfully recognized standard. As more brands get wise to the earth and the footprints any mass-producing industry leave behind on the planet, Nudie is making big strides to educate and outfit their customers. We met Ruari of Nudie at PROJECT where he told us a bit about their repair, reuse, reduce campaign. Check out our video and photos below.



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—Michelle Christina Larsen

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Posted Jul 19 2011 in Denim Fashion » Reviews: Brand

Denim Therapy at PROJECT

The Denim Therapy team will be storming the PROJECT trade show in New York next week to report back to you on what’s up-and-coming in the denim world. Established and fresh new brands alike will showcase their version of impending trends, fabrications, and approaches to denim and sportswear. Click here for more information!


The show will feature exciting launches, such as the Beetle Bailey apparel and accessories collection (recall the infamous comic army-base comic strip?) with an appearance by legendary cartoonist Mort Walker himself. The trade show is making strides to establish themselves not only as a trade show, but as a “fashion event” with designated lounges and creative gathering spaces designed to encourage a community vibe among brands and retailers.

We looking forward to this show, and reporting back to our readers on the information and inspiration that await… Stay tuned!

— The Denim Therapy Staff

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Posted Jan 13 2011 in Denim News » Events
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