This is finally ready.
It won't be a total exaggeration if we are to say we had been working on this style for over a year. Life happens (quite literally) and usual procrastination aside, we had spent tremendous time to experiment w/ this stone-wash look & here's why:
When we launched Doublewood in '13, Raw Denim was our primary and only focus. We started w/ a pair of jeans with subtle details that we love, tailored in awesome Japanese selvedge denim fabrics, and crafted under supreme standard at our family-owned CN workshop.
That core concept will never change; but we have increasingly become insatiable to design with just the material in raw state.
To translate our thoughts w/ a foodie analogy: Sashimi is undoubtedly delicious, but we can't ignore the fact that there are many different ways to prep a fish dish. What about Cantonese style steamed fish? What about Brits Fish & Chips?
We are not interested to box Doublewood as just a 'Raw Denim Brand'. If labeling is mandated, we rather see Doublewood as a populists' brand.
For this Bleached Boyfriend Jeans, we envisioned a retro almost 80s MTV style type of stone wash. We worked very hard w/ our internal denim wash-house to get this exact color hue (consistently for the entire batch was the real challenge) and finesse the amount of abrasion to reveal the weft beneath. We even revisit all the minuscule details at seams and at the continuous fly to minimize the unwanted legacy wash crease marks.
And here at last, we think we got it.
If you are a bit too impatient towards raw denim, this is for you: Our Instant Snug Fit bleached Boyfriend jeans.
p.s. Brexit happened!! That's genuinely unexpected. Embrace the uncertainty and keep calm! Although this possibly mark the end of the United Kingdom, geographically =)