HI, CAN YOU TELL US MORE ABOUT YOUR BACKGROUND… HOW DID YOU GET PASSIONATE WITH DENIM?
I knew I wanted to be a Fashion Designer when I was very young, about 8 / 9 years old. I studied Fashion and Textiles at college. At university I studied Fashion Design in England in both Mens and Womens. After I graduated I worked for a number of denim companies, from Levis Japan, Evisu, Edwin, DKNY and Timberland plus many more – after 10 years working in the business, I started to think about my own brand, then ENDRIME slowly started. But for me it was being invited to Cone Denim College back in 2005, which truly kick started it all, where i did a 3 day work shop learning about Denim Production.
WHICH ARE THE MOST IMPORTANT CHARACTERISTIC FOR A NICE FABRIC?
It’s all about the cotton, the type of loom it was made on selvedge looms, and natural indigo content. Plus the weaver who made the denim. All these variables effect the outlook of the denim. Plus in Japan it’s perfect place to make denim, because if the water quality, mineral and PH content is nothing like any where in the world. Perfect for denim production.
WHAT DO YOU THINK ABOUT THE WASHING AND THE TREATMENTS?
We sell RAW denim, but every season we also do seasonal washing treatments – that help to tell our story. The last few seasons it’s been about Depression era washes – and trying to replicate those washes on our ENDRIME garments. Finding the right kind of fabric is key. As most of these reference garments come from the 1940s and 1950s – so in most cases we have to find the right denim match this. We of course enjoy breaking in our own denim but we know most customers enjoy it also when its pre-worn.
Looking forward to Mohsins 2 day denim making class!