First London selvedge denim brand launches
London has not had a factory making "authentic premium quality jeans" for over fifty years, and nobody has ever made selvedge denim garments in the city.
But that has all changed now, with the launch of Blackhorse Lane Atelier's new selvedge denim brand, which is made in Walthamstow, east London. The brand was founded by Han Ates, a veteran of the East London clothing and textile manufacturing industry, and designer Toby Clark.
Its aim is to "challenge the commonly held, modern day attitude of short-term gains, instant gratification and disposability, by implementing a more sustainable, ethical and transparent business model", the brand states. The jeans are made by local Londoners using selvedge and organic denim from Europe and Japan. The atelier also has an allotment, where it grows Japanese indigo to dye the garments.
The jeans, which come with the guarantee of a Free Repair for Life service, are available now online and instore at the Atelier, as well as in cult east London store Labour & Wait. The launch comes as British consumers are more and more keen to buy British and the country is reviving its manufacturing roots.
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