In a world dominated by mass-produced clothing, a small factory in southwest Japan is reviving ancient techniques to create premium denim for discerning customers. Momotaro Jeans, nestled in the denim-producing town of Kojima, crafts garments designed to last a lifetime, offering a stark contrast to the fleeting trends of fast fashion.
The process begins with cotton imported from Zimbabwe, which is then meticulously hand-dyed using natural Japanese indigo. This traditional method, reminiscent of the Edo Period’s kimono dyeing, results in a richer, more vibrant colour than synthetic alternatives. This labour-intensive approach, while costly, is a point of pride for the company.
Momotaro Jeans, established in 2006 by Japan Blue, is one of a handful of artisan denim producers in Kojima, a town with a rich textile history. From samurai sword cords to tabi socks and school uniforms, Kojima’s textile expertise has evolved over centuries, culminating in its current reputation for high-quality denim.
The company maintains strict quality control throughout the manufacturing process, from sewing to dyeing. This dedication to craftsmanship relies heavily on local artisans with specialized skills. This commitment to quality comes at a price. A standard pair of Momotaro Jeans retails for approximately $190, with prices reaching upwards of $1,200 for hand-woven, silk-blend pairs crafted on repurposed kimono looms.
Following in the footsteps of established Japanese denim brands, Momotaro Jeans is experiencing growing international interest, with overseas shoppers now accounting for 40% of retail sales. This surge in demand has led to expansion, including the opening of a new store in Kyoto targeting tourists.
While Japanese denim is revered by enthusiasts, its higher price point keeps it a niche market compared to mass-market brands. However, experts argue that Japanese denim represents the pinnacle of quality. The current weak yen and a tourism boom are expected to further boost sales.
The use of vintage shuttle looms, some dating back to the 1980s, further distinguishes Momotaro Jeans. These machines, though prone to breakdowns and with a significantly lower output than modern looms, create a unique fabric texture. The knowledge to repair these machines resides with a dwindling number of elderly craftsmen, adding to the brand’s unique character.
The result is a fabric with a smooth texture and exceptional durability. Momotaro Jeans emphasizes sustainability through its lifetime repair warranty, encouraging customers to cherish their garments for years to come. The company believes that jeans become a personal record of the wearer’s life, reflecting their experiences and lifestyle.
