Oni Denim

There are two good reasons to buy a pair of ONI Denim. First is the beautiful handle. The low tension, slubby, irregular weave arrives stiff and rough, even as a one-wash. But then a remarkable transformation occurs, and the denim feels like a soft luxury textile unlike anything you can imagine.

And still, there is always strength and power, as you should expect from exceptional denim, created by a mysterious and illusive legend. It will seduce you.

It will make you wonder, who is this ONI guy, and how did he do this? Well, ONI is a fabled place of Japanese folklore, and the man is Oishi-San from Tokyo, an old master-weaver who doesn’t do interviews and doesn’t seem to care what anyone thinks. He need not speak, or worry, because his denim is truly in a class of its own.

He simply does things that no one else can create, with mysterious combinations of cotton, like his much sought after 20oz Secret Denim, or his 12oz Kiraku denim, or his weaves, and his contemporary cuts. It’s unlikely that anyone will ever surpass this man’s incredible knowledge of denim. Enough said.