Stories from the past and how they connect with the present and the future. There is a story behind every design we make. Dozens of stories in every pair of jeans. From the fabric, the wash, name, art inside the pockets, details on the rivets to the signature backpocket stitching. Stories about our campaigns, collabs, shows, events and stores. 

A short story about the history of jeans and selvedge denim. Jeans were originally designed as work wear. The railroad workers, ranchers, miners and all the other tough jobs had a demand for sturdy clothing that lasted for a long time and was easy to repair.

Nowadays denim jeans are a wardrobe essential and aren’t being considered work wear apparel anymore. The demand for denim has risen substantially in the past decades and a lot of companies have put more and more focus on the development of their denim collections.