Japan's Kojima Draws Fans of Vintage Indigo Denim
Denim probably isn't the first thing you think of when you imagine Japanese textiles, but in one corner of southwestern Japan there is a seaside town that has become so famous for its high quality jeans that it now supplies international brands like Gucci.
The town of Kojima in Okayama prefecture is the birthplace of Japanese denim and is seen as a mecca for fans of high-quality jeans. Kojima's main road is named Jeans Street, with real pairs of pants hanging like flags overhead. Drinks machines at the train station are covered with images of jeans. And the roads are painted blue, with pink and white lines at the edges — just like the trademark seams of Kojima jeans.
With some 40 jeans manufacturers and stores, including denim-themed cafes, the area draws about 100,000 visitors a year, according to the Japan National Tourism Organization.
Although Japanese denim occupies a tiny part of the global market, it has made a name for itself for its quality and craftsmanship. Typically high-end and durable, Japanese denim also has a very dark indigo color so distinctive it has earned the name "Japan blue."
Jeans made in Kojima aren't cheap, ranging in price from a relatively affordable 33,000 yen ($230) per pair to those made by top artisans, which go for 200,000 yen ($1,400) or more.
However, fans of Japanese denim say that the material ages well and lasts a long time — unlike cheaper, mass-produced fast fashion.
One brand, Momotaro Jeans, even comes with a lifetime warranty — tears and similar problems get fixed for free. Japan Blue Co., which runs Momotaro, said annual sales totaled about 1.6 billion yen ($11 million) for the latest year. About 40% of sales come from outside Japan.
Masataka Suzuki, president of Japan Blue, says the industrial history of the region, centered around sewing heavy fabrics, is a source of strength. And for the local artisans Japanese denim also represents an important heritage that must be guarded and passed on to the next generation.
