After the Second World War Mr Tsunemi founded a denim business, selling imported used American denim (laundered and mended) to his Japanese customers. In 1961 he launched his own brand (mixing the letters in DENIM to get EDWIN) to maintain the genuine US article for fit, wash and quality with Japanese production. And from there his denim manufacture has developed with style and technique, making decades of jeans we wouldn't want to be without.