Full body down to knees image of man looking to the left of the image. He wears Super Zero® Hiut jeans, light brown jackets, navy wool jumper over white shirt.

A DIFFERENT SELVEDGE

RAW DENIM THAT MOVES WITH YOU

Hi there,

Raw denim usually takes time.

It starts stiff and gradually softens with wear, moulding to the body. That process is part of its appeal, but the initial rigidity can put people off.

Super Zero® offers a softer start. Woven at Kowa Mill in Japan, it uses innovative yarn technology to give raw selvedge a soft handle, natural flexibility and a supple drape from the first wear. Deep indigo and a subtle sheen give the cloth its character, with fades and creases still to come.

Each pair is handcrafted in our own factory in Aberteifi, Wales, and comes with Free Repairs for Life.

Made in limited numbers, with early-access pairs Made to Order in your chosen fit and size.

Early access opens on 20 October 2026.

SIGN UP FOR EARLY ACCESS

Image of Super Zero® Selvedge parts of jeans, ready to be sewn together.

INNOVATIVE YARN TECHNOLOGY

WOVEN ON A SHUTTLE LOOM

Woman stands in doorway wearing Super Zero selvedge Hiut jeans, white shirt, and cream jacket. Also holding a bag.

SUPER ZERO® INDIGO

13OZ RED LINE SELVEDGE

KOWA MILL, JAPAN

THE FEEL

Super Zero® has a soft handle and natural flexibility from the first wear. The softness comes entirely from the yarn technology, there is no elastane. It moves with the body immediately, while retaining the structure and weight you expect from a traditional selvedge.

THE COLOUR

The indigo is deep, with a distinctive surface sheen that catches the light differently to a standard raw selvedge. As the denim ages, the colour fades gradually and expressively, building contrast in the places you move most.

THE TECHNOLOGY & METHOD

Woven on shuttle looms at Kowa Mill in Japan, a mill that has been weaving denim since 1894. The Super Zero® yarn is spun using an innovative process that creates a softer, more flexible thread without adding synthetic stretch. Traditional construction, with something genuinely new inside it.

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