Being something of an anti-hipster when it comes to fashion, I have not previously come across Edwin, the Japanese jeans brand.
But Protein pointed me in the way of this rather lovely film. Read the commentary over at Vimeo to find out more: how all the technicians are also 'engineers' encouraged to customise their own machinery, or how the water used in the dying process is purified to such an extent that fish are able to swim in it.
For me, though, the most stricking comment was this: "these elements have been in place for many years, and yet never spoken about or promoted as a marketing tool. This is because Edwin esteems this to be a ‘standard’ process. It is simply the way of Edwin manufacture and not a simple ‘marketing’ idea".
A powerful statement at a time when much of the sustainability you see in business does just seem to be there for PR purposes. But doing the right thing isn't marketing...it's just something you do because it's right.
Oh, I love the music as well.
