Here's the dumb but 'I get it' thing:
Most brands are wrecking perfectly good denim by lasering and bleaching it to make it look worn.
- They make it.
- They make it again, so it looks like it has been pre-loved.
- Even though it is brand new.
The reason 'I get it' is because we love how worn jeans look - they look brill.
But what if there were another way?
At Hiut Denim, our aim is to make the lowest impact jeans in the world.
Lasering brand new jeans? We'd rather dye.
That's because there is an innovative dyeing technique that gives you that perfect worn-in look without the waste.
This isn't just a pair of jeans-it's a new way of doing things.
It solves the problem BEFORE it even becomes one.
"An ounce of prevention is worth a pound of cure." - Benjamin Franklin.
People love faded jeans.
Like I said, 'I get it.'
There is something about a faded pair of jeans that is just, well, perfect in their imperfection.
- Washed.
- Worn.
- Wabi-sabi nirvana.
So, what's the answer then, Dave?
Drum roll...
The masters of denim at Kurabo have managed to achieve a light blue denim without you know what.
They have approached the problem by trying to solve it BEFORE.
This is done through the dyeing techniques (more on this below).
Tradition and innovation.
Yep, that's how your jeans look like they have a two-year fade from day one.
That sought after worn-in look.
That effect you want without waiting years to get it.
I get it.
A big shout out to Kurabo who have achieved this in completely unique way.
Why settle for jeans that have been artificially aged when you could own a pair that carries the true story of craftsmanship and thinking different.
Here's to the mavericks.
Best from for the Far West,
