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Guess Jeans and Jeanologia bring the future of denim to Tokyo.

Guess Airwash, developed by Jeanologia, makes history by replacing traditional stonewashing with air.

From July 4 to 12, Harajuku, Tokyo’s iconic fashion district, will host “The Next 40 Years of Denim”, an immersive exhibition presented by GUESS to celebrate the past and future of denim. This unique experience blends heritage, innovation, and sustainability to mark the beginning of a new chapter, the era of air.

Already showcased in Florence and Amsterdam, the exhibition now arrives in Tokyo, bringing its global message to one of the world’s most trendsetting cities.

At the center of this transformation is Guess Airwash, disruptive technologies developed by Jeanologia that replaces traditional stonewashing. Using air, light, and nanobubbles, it eliminates pumice stones, drastically reduces water consumption, by up to 80%, and avoids harmful chemicals and excessive energy use, while maintaining the iconic authentic denim look.

“We are proud to partner with GUESS in bringing this revolution to Japan,” says Carmen Silla, Marketing Director at Jeanologia. “Guess Airwash represents the perfect fusion of fashion, technology, and environmental responsibility. Its arrival in Japan is a milestone in our shared mission to transform the denim industry.”

The exhibition features a live Airwash Lab, offering behind-the-scenes insight into sustainable denim production with Jeanologia’s cutting-edge technologies, laser, e-flow, and G2 ozone. Visitors can also enjoy a customization area, where they receive a denim tote bag to personalize with high-precision laser engraving. Local artists such as Ryota Daimon and A Love Movement add personal touches.

Additionally, the newly opened GUESS flagship store in Shibuya now features Jeanologia’s Nano laser technology, offering in-store customizations with a fast, precise, and eco-friendly process.

“The Next 40 Years of Denim” is more than an exhibition, it’s a statement. It proves that denim can be authentic, creative, and sustainable all at once. And Tokyo, with its forward-thinking spirit, is the perfect place to take the next step.

The post Guess Jeans x Jeanologia – The Future Of Denim first appeared on Denimology.

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Everything You Need to Know Before Buying Your First Pair of SOSO Jeans

Let me take a wild guess: At some point, you’ve had SOSO’s website open in a tab. Maybe for weeks, maybe longer. You’ve scrolled, browsed, clicked through all the custom options. Maybe even measured an old pair of jeans (like a pro). And still—you haven’t hit that button.

I get it. SOSO isn’t grab-and-go denim. It’s made-to-order, designed by you, and built for you. That kind of choice can feel like pressure. What if the size is off? What if it takes too long? What if it’s not what you hoped for?

If any of that sounds even remotely familiar, if you’ve been circling SOSO but haven’t made the leap, if you know you want it but you want to get it right the first time, well, then this guide is for you.

I’ve worked closely with the brand. I’ve seen what they offer, how they deliver, and how their customers wear the results. So here’s how to order a pair of SOSOs—without second-guessing a thing.

Meet SOSO

SOSO is a Swedish denim brand with a refreshingly simple pitch: you choose the fabric, fit, and features—you get the jeans you actually want.

It’s not off-the-rack. It’s not one-size-fits-all. And it’s definitely not fast fashion. SOSO is intentionally slow. Every pair is made-to-order, built from the denim up based on your specs.

You can go lightweight or heavy as hell, tweak the rise or leg opening, or pick your favourite thread colour.

Founded by Johan Blom, Jannis Hoff, and later joined by Fredrik Milton, the SOSO team has deep roots in Asia—Jannis has lived in Bangkok for nearly 15 years, with Johan spending seven years there himself.

That local presence gives them direct access to quality production and specialist fabrics, and all SOSO garments are made in their own factory in Thailand, which gives them full control over quality, working conditions, and production timelines.

While the brand made its name with a dizzying range of customisation options, it has recently pared things back—reducing the number of variables by over 55%. It’s still deeply personal, but now far less overwhelming for first-time buyers.

At its heart, SOSO isn’t just about denim—it’s about embracing a slower, more intentional way of dressing. They see raw denim as a way of life. That freedom and focus is why SOSO has built such a loyal following—and why it can be a bit daunting the first time you order.

Let’s walk through it.

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Step #1

Find Your Favourite Fabric

With SOSO, the first—and most important—choice you’ll make is the fabric.

That’s because your jeans don’t start from a shelf. They start from a roll of denim. You pick it. They cut and sew it. And that fabric defines how your jeans will wear, fade, feel, and fit from day one.

SOSO sources selvedge denims from specialist mills across Asia. All proprietary cotton is Australian farmed. Some are soft and smooth. Others are hairy, stiff, and rope-dyed for dramatic fades. The variety is the point. You’re not locked into one kind of denimhead experience.

Want something light and breathable? Easy. Want a fade monster you have to earn? They’ve got that too.

Weight is the most obvious difference, but not the only one. Texture, yarn twist, dye saturation, and starch levels all affect how a fabric behaves. And SOSO lists those details clearly—because they want you to choose with intention.

That can feel like a lot if it’s your first time. So here’s a simple way to narrow it down.

The All-Rounder: Ghost Indigo (or Black)

This is the one nearly everyone can agree on: the 20 oz. Ghost Indigo—or Black if you prefer stealth over contrast.

It’s SOSO’s best all-rounder. It’s heavy enough to feel serious without being punishing, it fades beautifully, and it’s one of their most proven offerings.

Lightweight and Breezy

If you’re leaning toward something a little easier to break in, their lighter options in the 13 to 15 oz. range are more breathable, softer from the start, and well-suited for warmer climates or denim beginners.

For the Heavyweights

If you’re here for the super heavy stuff? SOSO has several denims in the 21+ oz. category, most noticeably their 33 oz. monster. These are serious jeans—stiff, dense, and built for fade freaks. Just know what you’re getting into: the break-in is real, and sizing up for layering might be wise.

Can’t Decide? Split the Difference

Still undecided? Land somewhere in the middle. A mid-heavyweight around 18 to 20 oz. gives you everything raw denim promises, without the bruises.

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Step #2

Get the Right Fit

SOSO’ jeans follow a shared design, but you choose the cut and then you can fine-tune it.

Waist, thigh, rise, inseam—you can get as specific as you like. That’s a gift. But it also means you need to measure properly.

SOSO offers five base fits:

• Slim – A close fit from waist through thigh, for a lean, modern silhouette.
• Tapered – Room up top, narrow at the hem. Great if you want ease without bagginess.
• Straight – Classic proportions, consistent width through the leg.
• Relaxed – More generous all around. Good for bigger builds or casual comfort.
• Loose – The widest cut. Workwear-style freedom with no cling.

Once you’ve picked your base fit, you’re not locked into fixed dimensions. SOSO lets you tweak nearly every key measurement—waist, thigh, rise (front and back), knee, hem width, inseam—down to the half centimetre if you want.

Want a longer rise but a narrower leg? Done. Prefer more thigh room but still want a sharp taper? Easy. You can build something that fits your body—not some averaged-out standard.

And if you’re not quite sure where to begin, the best starting point is still your favourite pair of jeans. Measure them flat, compare the numbers, and adjust where needed. SOSO’s measuring guide makes it easy—even if you’ve never done it before.

Here’s how to make sure you don’t screw it up:

• Start with something you already own. Find a pair of jeans you like the fit of. Lay them flat. Measure key points like waist, thigh, rise, and leg opening. Then match those to SOSO’s sizing charts.
• Measure, don’t guess. Don’t just go with your usual size tag. Different brands use different patterns. And because SOSO is made-to-order, you don’t have the luxury of trying on three pairs and sending two back.
• Follow their measuring guide. SOSO has photos and a video showing how to measure properly. It takes five minutes and saves you years of regret.
• Plan for your fabric. Heavier denim and lined garments can feel tighter. If you’re buying heavyweight or planning to layer, size up slightly.

SOSO doesn’t offer traditional returns—because their garments are fully made-to-order, they’re legally not required to. But they go out of their way to make things right. 

If you measure carefully and still don’t get the fit you expected, they’ll work with you to exchange or remake your jeans. 

It’s why they’ve invested so much into customer guidance. They want you to get it right, but they’ll back you up if you don’t.

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Step #3

Customise the Details

Every pair of SOSO jeans starts with a solid foundation: high-quality selvedge denim, durable stitching, reinforced stress points, and a clean, timeless silhouette. That’s standard.

But what really makes SOSO stand out is the range of custom features you can add.

From the obvious to the esoteric, here’s what’s on the table:

• Thread Colour: Choose from classic copper or black, or make it yours with a custom colour. It won’t change the fit—but it completely changes the vibe.
• Fly Style: Zip or button fly? You decide.
• Hardware: Metal, black, brass, or antique copper—SOSO’s heavy-duty YKK options let you match the tone of your jeans.
• Pockets: Add carpenter or utility pockets for function, or line the back pockets for extra comfort and durability.
• Selvedge ID: Show off the edge with selvedge inside the fly, coin pocket, or front belt loop.
• Back Pocket Details: Hidden arcuates, custom arcuates, contrast bartacks—they’re all up for grabs.
• Patch Material: Leather patches come in tanned, black, and even limited edition designs.

Each one of these lets you shape the look and feel of your jeans, whether you want them stealthy, loud, heritage, or totally personal.

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Step #4

Understand the Wait

Made-to-order means exactly that: your garment doesn’t exist until you order it. That’s part of what makes SOSO special—but also why you need to pack a little patience.

On average, SOSO has a queue of about 200 customers every month. Every garment is cut, sewn, and finished with care, and when you consider that scale, it’s not unreasonable that:

• Standard lead time is 4–8 weeks. They’re aiming to reduce this, but for now, that’s the reality. Production takes time, especially when you’re working with heavy denim and complex custom specs.
• It’s worth the wait. You’re not just buying a product—you’re commissioning a piece. Every pair is built to your measurements with your chosen fabric, fit, and detailing.

And that’s why it takes time. Because they’re not just sewing together jeans—they’re building yours.

Who SOSO Is (and Isn’t) For

SOSO isn’t for everyone—and that’s exactly the point. If you’re the kind of person who knows what they like (or at least enjoys figuring it out), and you’ve got the patience to wait a few weeks for something better than off-the-rack, you’re in the right place. 

This brand is built for people who care about the details: selvedge denim, heavyweight fabrics, lined pockets, custom stitching, and jeans that don’t just fit—they fit you.

On the other hand, if your ideal pair of jeans is one you can try on today and wear tomorrow—and you expect to send back whatever doesn’t click—SOSO might not be your match. There’s no shame in that. But this isn’t plug-and-play denim. It’s choose-your-own-adventure, and that’s what makes it worth the wait.

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FAQs

Quick Answers for First-Time Buyers

Q: How do I determine my size? 

A: Use a similar garment that fits you well. Lay it flat, measure key points, and compare with SOSO’s size guide. Their video walkthrough makes it easy.

Q: What if it doesn’t fit?

A: There are no traditional returns, but SOSO stands behind their product. If you’ve followed the measuring steps and still get a poor fit, they’ll work with you to exchange it.

Q: How long does it take? 

A: Most orders take 4–8 weeks to make and ship. That timeline reflects the care and complexity involved in made-to-order production.

Q: Do they carry larger sizes? 

A: Yes—jeans up to W46 and tops up to 5XL. Need bigger? They can usually accommodate that, too.

Q: Which fabric should I start with?

A: The 20 oz. Ghost Indigo (or Black) is a safe, proven choice. It breaks in well, fades beautifully, and works across seasons.

Still Unsure? Here’s What to Do Next

You’re close—probably closer than you think. If you’ve made it this far, it means SOSO has already caught your interest. You’re not just browsing. You’re considering. And that matters.

So what now?

Trust your instincts. Choose a proven fabric like the 20 oz. Ghost Indigo if you want a safe, solid place to start. Take the time to measure properly—it’s not hard, and SOSO’s visual guide makes it easy.

You’ve done the research. You know the risks. And reap the rewards.

The post Thinking About Getting a Pair of SOSOs? Read This First appeared first on Denimhunters.

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Pure Blue Japan (PBJ) was founded in 1997 by Ken‑ichi Iwaya in Kurashiki, Okayama (a historic Japanese denim hub) and is run under the Syoaiya Inc.

The brand is entirely Japan-based in all of its production: dyeing, weaving, sewing, and finishing. Their signature Indigofera leaf logo and deep indigo selvedge thread celebrate traditional natural indigo dyeing and Japanese craftsmanship.

“Our company name “Syoaiya” and our brand name “Pure Blue Japan” both reflect our profound affection for natural indigo and it’s beautiful blue color. All our products are entirely domestically produced in Japan. We are on a continuous mission to challenge the new expression of indigo by utilizing the delicate and outstanding technology of Japanese craftsmanship for all processes, including dyeing, weaving, sewing and distressing.”

“Our manufacturing begins with “yarn dyeing” which means the thread (or yarn) is dyed first, prior to weaving. We specifically employ the method called Rope Dying to create our original fabric.

We carefully select the shape of the yarn and the quality of the cotton, and use various shades of originally blended indigo. Upon dyeing, we also take into consideration how the item will change over the years of usage. Additionally, we manage to generate special texture and original charm to the fabric by using weaving machines and knitting machines especially customized for our company.

We particularly take pride in the original slubby texture of our Selvedge Denim, which is an accomplishment of many trial and errors to achieve this impossible goal.

The changes you will see after long-time use of the garment will be a reflection of your lifestyle. We hope that you will enjoy the feel of this delicate and high quality product of Japanese origin.”

PBJ also includes women’s and kids’ clothing in their collections. You can check them out here.

Pure Blue Japan clothing is available to shop for on their website, stores globally (Harajuku flagship), denim specialty shops like Blue in Green (NYC), Frank & Poe, and SelfEdge among others.

The post Introducing: Pure Blue Japan first appeared on Denimology.

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A comprehensive 130 page study on Bangladesh’s denim fabric imports : 2023 vs 2024

First of its kind study on Bangladesh’s imports of denim fabric and a comparison between 2023 and 2024 . Understand the entire gamut of Bangladesh’s denim industry in terms of major buyers and suppliers , product types, trends and growth. Understand how major brands and retailers are sourcing their denim in Bangladesh and how they have changed in this period. Also deep insights into the performance of large groups in Bangladesh and how they cater to their customers.

Want to get the report ?

For more queries , please contact us at mktg3@denimsandjeans.com

The post Bangladesh’s Denim Fabric Import ( 2023 vs. 2024 ) | Comparison appeared first on Denimandjeans | Global Trends, News and Reports | Worldwide.

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Founded 2011 in Kyiv by Ksenia and Anton Schnaider, the label gained fame for the demi‑denim – bermuda-dropped-over-jeans innovation (images below). Check them out here.

For Pre-Spring 2026, KSENIA SCHNAIDER blends rural nostalgia with urban irony. Shot among gardens and coastal landscapes, the collection carries a soft, summery mood infused with the brand’s signature wit.

Their craft-forward, upcycling-first approach blends Ukrainian textile traditions with contemporary tailoring and a dry sense of humor which all of us here @Denimology totally appreciate

This transitional collection is built around denim — the core of KSENIA SCHNAIDER’s identity. Embroidered jeans, hemp dresses and shirts, and soft knitwear come together to form a comfortable everyday wardrobe designed for movement, ease, and an appreciation of life’s beauty.

Another key motif this season is the cherry – a traditional fruit in Ukraine. First hand-drawn by Anton Schnaider for the Spring/Summer 2017 collection, the print makes a comeback almost a decade later as the team reactivates its own archive. This season, cherries are embroidered on denim and knitwear, hand-crocheted, or printed on hemp and linen.

All garments are made from sustainable materials, including organic cotton, hemp, and nettle, and produced locally at the brand’s own facilities in Kyiv.

You can shop for the current KSENIA SCHNAIDER collection on their website, as well as at Free People.

The post KSENIA SCHNAIDER – Pre-Spring 2026 Lookbook first appeared on Denimology.

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Alessandra Ambrosio and Jamie Mazur, one of the founders of RE/DONE, go a long way back.

When Mazur co-founded RE/DONE in 2014 with Sean Barron, he was married to Alessandra Ambrosio who has actively supported the brand. She has been frequently spotted wearing RE/DONE denim in public as well as in former campaign shoots.

Although they ended their romantic relationship, the pair maintain a warm co-parenting dynamic and shared public presence focused on family responsibilities.

Alessandra stayed active both in modeling and her personal ventures, while Mazur continues to innovate in the denim space with RE/DONE and other projects.

The RE/DONE’s Summer 2025 campaign, shot by Zoë Ghertner in Malibu’s Paradise Cove. Alessandra is channeling laid-back California cool, vintage surf, and timeless femininity.

She rocks upcycled Levi’s pieces think surfer trousers, terry cloth touches, minimalist tees—all in muted washes and soft tones. The aesthetic is worn-in authenticity: cropped flares, relaxed silhouettes, raw edges.

You can shop for RE/DONE on their website, at Nordstrom, Shopbop, and at FARFETCH.

The post RE/DONE x Alessandra Ambrosio – Joined Again! first appeared on Denimology.

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Kings of Indigo (K.O.I.) is a classic denim brand. Their objective is simply to produce sustainable clothing socially and environmentally, without compromising on quality. The jeans of K.O.I. are of high quality and are made to last. In addition to jeans, the denim brand also makes other clothing with a streetwear style. 

“We are Kings Of Indigo.
Denim by heart, forever pioneers. We’re not just creating jeans, we are crafting
a legacy. A legacy of sustainability, transparency, and perseverance. Join us
as we continue to raise the bar, one denim at a time.“

Fair Trade: 

Kings of Indigo treat their employees well and ethically. They have been a member of the Fair Wear Foundation for over a decade and all their factories are audited and monitored by either Fair Wear or other certification/audit organizations. Like SEDEX and SA8000.

Kings of Indigo is very transparent about their production. They show the whole supply chain of each product on their product pages, and also their manufacturing partners, including the audit reports. 

Environmentally Friendly: 

They use sustainable materials such as recycled cotton, organic cotton that is OCS certified, hemp, linen and Tencel-Lyocell which are perfect biodegradable materials. To make their energy consumption more sustainable, 40-50% of their energy comes from their solar panels and the products are packaged in 100% recycled cardboard. 

Vegan: 

Kings of Indigo has been completely Peta-approved vegan as of their S/S2020 collection.

Also worth mentioning is the fact that besides their men’s and women’s, Kings of Indigo also offer a unisex collection.

The post Introducing: Kings Of Indigo (K.O.I.) first appeared on Denimology.

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Men’s Spring/Summer 2026 Fashion Week kicked off with Pitti Uomo in Florence. And is right now happening in Paris (June 24 – 29, 2025). The events include 70 participating houses, featuring 40 runway shows and 30 presentations.

We’ve been watching many shows, always looking out for what’s new in denim (of course!). What will we be wearing same time next year!

One thing for sure, there are still no signs of skinnies making a new comeback. The fashion world still thrives on over- and uber-sizing. And lots and lots of layering.

Here’s a breakdown of the men’s Spring/Summer 2026 denim trends, drawing from recent runway seasons and trend forecasts:

Loose & Slouchy Fits

Baggy, barrel-leg, and low-slung trousers continue to dominate. offering relaxed silhouettes.

Vintage-inspired slouchy jeans in higher rises, roomy thighs, and gentle tapering at the ankles.

Bold Washes & Textured Finishes

A wide array of washes: deep indigo overdyes, ombré light to mid-blues, speckled stonewash, and artistic laser treatments giving the impression of visual depth.

Textural details like distressed edges, raw seams, and deconstructed/melting effects.

Structural & Craft Details

Deconstructed tailoring and sculptural volumes emerge from runway interpretations

Expect center seams, knee panels, contrast topstitching, waistband experimentation. Pleated jeans will definitely be a thing.

Crop, Short & Capri Lengths

Denim shorts -ranging from tailored jorts to knee-length relaxed styles – feature stacked waistbands, prints, and paneling.

Cropped and capri-length jeans add a fresh, seasonally light vibe.

Summing it up, the denim landscape reflects a broader menswear trend: comfort, sustainability, and individualism. Vintage silhouettes meet artisanal craftsmanship and eco stillness – perfect for those seeking expressive, purposeful, and stylish denim.

You can see some of the featured denim looks in our gallery below.

Feng Chen Wang

Lemaire

Bluemarble

AMI

Martine Rose

The post Men’s Denim Looks Spring/Summer 2026 first appeared on Denimology.

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