Edwin Film Uncovers A More Personal Brand

Japanese denim brand Edwin have released a very cool short film that takes viewers behind the scenes of the manufacturing of each garment and is an interesting marketing move that creates an “artisanal” story behind the brand. Attempting to convey a message of clothes produced and crafted rather than a “mass produced” item, the film introduces us to the technicians, seamstresses, pressers and a whole line of different workers who produce each Edwin garment.

“The denim technicians at Edwin are true craftsmen, as their commitment and attention to the product is unquestionably what makes the Edwin product stand out from the mass of denim available within the market today” the site tells us. “Whilst this remains ‘production’, the working philosophy remains closer to a greatly more efficient and productive Artisanal method”. The way the film exposes a narrative certainly has the effect of creating a story behind the brand and gives it a genuine face and establishes a more personal relationship with its customers. At the same time the film is a beautifully well made short highlighting Tokyo and some of its inhabitants.

Snapshots of normal everyday folk both at work in the factory and generally around Tokyo, enhances the feeling of an almost homegrown label that embodies a sense of good honest hardworking Everyman. We have seen similar efforts recently with the Pharrell and Paladium collaboration where the musician takes a tour on foot around the country’s capital city. The difference here however is that Edwin are evoking almost old fashioned principles of hard work and community ahead of the “cool” factor, which actually seems to appeal more as a brand that understands its customers.

Related Posts:
Uncovering The Real Cool Japan – Part 3
Awesome Creative Ad Questions Japan’s Values
100 Secrets of MACKINTOSH