Short Film on Japan by Edwin Europe
Edwin Europe take some time out from creating denim to bring us a short filmed piece which celebrates not just their production in Japan but the culture and character of the country too. It’s nice to see a brand taking a step away from creating content that is purely product based and offering more of an overall picture. I think they’d like to see their denim viewed as more than simply a pair of jeans, so this type of project helps to document the story and the ethos behind the brand which isn’t always evident on face value.
I love the idea of bringing some of the machinists to the forefront of the brand, which is what Edwin have opted for in the video below. I don’t have much time for the idea of being disconnected from the products that we buy or the food that we eat, and I think as a society we need to return to the time where greater significance is placed on the people behind the products we purchase.
So I congratulate Edwin for their forward thinking with this film and I hope you will also, we get some really captivating slices of culture here with many scenes which are harder to come across closer to home. I’ve not yet had the pleasure of stepping foot in Japan but I hope to one day soon, I think we are both long overdue a trip to Bird Coffee and our good friend Tokuhiko Kise. Perhaps this will inspire you to take a trip also, so to find out watch on below and enjoy.