We’re looking forward to following the new Tinker Tailor project involving Edwin for the next few months. In the pursuit of the perfect denim wash, Edwin will embark on a project spanning 12 months that will see modern day society’s urban soldiers live and breathe in their Edwin jeans.

Each different wearer adapting their Edwins to their lifestyle, be it a construction worker or artist, moulding their individual and inimitable existence into the fabric of their chosen denim. This denim pant becomes a measure of a specific time within the wearer’s lifetime. It protects, provides and documents covertly and stylishly.

Edwin reconnaissance staff will be diarising the ‘wear evolution’ through visual mediums from the photograph to the blog, giving the public access to the project and its prominent protagonists. Selected Edwin styles will be worn by an army of individuals, specifically chosen for their diversity and ‘stand out’ qualities and the Tinker Tailor website will catalogue the chosen ones lifestyles in a pair of Edwin jeans.

Upon the 6 months culminating, Edwin will strip the soldiers of their jeans for a first exhibition and the same thing will occur following 12 months. The inimitable wear and tear will create unique and ltd edition micro washes for jeans available to buy exclusively from chosen boutiques.

Check out the latest from the project at www.tinkertailorltd.com.

Wrangler has unveiled its new advertising campaign for Spring/Summer 2010: “Red”. Powerfully raw and visceral, the new print campaign from the legendary denim brand celebrates man’s most primal urges. Models are saturated in red water or caught in a fury of red dust in these bold and beautiful shots.

Red, which is a dominant and unifying colour in the campaign, was chosen for its expression and symbolism: warmth, passion, love, strength, vivacity, energy, liberation – life. The boiling energy of the males and females in the frame collides with this vibrant crimson to create an image of the Wrangler brand that you can almost hear, smell, taste and touch.

The “Red” campaign launches in two bursts. In January 2010, the images will appear in fashion and specialist magazines targeted at opinion formers to coincide with Wrangler’s appearance at the trade fair Bread & Butter. In March 2010, the consumer stage of the advertising assault begins, with Print, OOH, Digital and at Retail.

The campaign was shot over two days in California, notably in Tapo Canyon, using 12 models. For the shoot they were covered in red paint or had red paint powder thrown at them. LA-based Maryam Malakpour was the shoot stylist.

To us, this new campaign shows the Wrangler brand on the attack and demanding to be noticed. The full campaign is online at www.weareanimals.com right now.

Heads up guys! Our friends at Oki-Ni let us know this week about the new project from ex-Evisu and Levis designer Mark Westmoreland. Mark is a huge denim head and is obsessed with creating jeans that emcompass everything that he thinks a good pair of jeans should.

The One Denim Jean project has produced a jean for Denim Geeks worldwide, with a combination of vintage features from Levi’s, Lee and Wrangler. An exclusive 100 pairs of ‘One’ jeans will be available from five retailers worldwide, including one of our favourite online outlets, Oki-Ni.

The One denim jean was created over a year ago – the end product of a prototype that took Westmoreland four years to produce, in conjunction with the Shiotoni brother of Japan. It is essentially denim’s greatest hits in one unique jean, created to fulfill a simple, practical need. The US cotton used to produce the One jean is dyed and woven near Hiroshima at a family run mill. This 14oz denim is loop dyed and comes in its unsanforized loom state so you should expect up to 10% shrinkage after washing.

If you decide to order pair of these beauties, Oki-Ni will contact you to ask which type of leather waist patch and which number you want (as long as no one else has already ordered it), ensuring each pair is a completely unique one off. We’d advise to you check out the One Jean at Oki-Ni right now.

OK, because of our recent lack of updates, we missed out on announcing some of the best sales which began between Christmas and New Year.  Not to worry though!  Most of those sales are still going and the reductions are getting better by the minute.  Of course, most of you know that January is a great time to hunt for those bargains and hopefully grab that pair of jeans you’ve been staring at all year at a fraction of the price!  We just wanted to let you guys know about these two amazing pairs of jeans currently selling for around half the RRP price.  We’re surprised there are any left in the stores…

If you’re after a new pair of raws for little money, consider these Nudie Average Joe Dry Selvedge Jeans.  The Japanese denim from which these are fashioned, is made from organic cotton and these jeans are cut straight with a fitted thigh.  As recommended with all raw denim, these should be worn for a few months and then washed in cold or warm water.  They’re currently on sale at My Wardrobe for a staggering £57.

The second pair of jeans that you must buy are these Levis Vintage 1901 Jeans from Oki-Ni.  These jeans are an exact replica of the 501 jeans worn in 1901 by US oil prospectors.  These loose fitting denims are constructed with 10oz selvedge denim and bear the original silver waist rivets designed to hold the eans up with braces.  We believe that every real denim geek should own a pair of LVCs and although these aren’t the best of the bunch, you can pick them up now at Oki-Ni for £65.00.  Act fast people!