15 Years of Denim Dreams, Sewn Into the WL#1
Finding good jeans isn’t easy. Most “premium” pairs miss the mark—the fabric’s ordinary, the fit’s off, the price doesn’t make sense. And the truly great stuff often feels out of reach—too expensive, too complicated, or just not made for you.
Denimhunters has always been a gateway. My goal is to make it easier to understand and to buy good jeans. The jeans I’m making myself are meant to do the same thing; designed and built to make sense.
You don’t need to know a thing about denim to enjoy them—but they do have those details nerds notice.
Not Just for Denimheads (But They Are)
The idea with Weirloom is simple: I wanted to make a pair of jeans built with the same thought and quality that denimheads appreciate—but made for anyone who just wants a great pair.
I started with small, pre-order runs. A hype move? Not really, I just wanted to learn, refine, and get it “right” before scaling up. That’s where we are now, with the WL#1 Regular Fit.
These jeans aren’t trying to be niche or noisy. They’re made for people who care about what they buy and the value they get—whether they spend their evenings reading about loom types or not.
From Storyteller to Storymaker
I launched the brand this year—but it all started much earlier. I’d been thinking about making my own jeans for years, and one early morning in the spring of 2023, I woke up with a clear thought: I need to do it!
So I began testing ideas, coming up with the name, finding the fabric, developing the fit. I made the first prototypes with a maker in Italy. They were promising, but I wasn’t ready.
Then, about a year ago, I reconnected with an old friend and former colleague from my days consulting for JACK & JONES. He’d just come back from his first trip to Japan, where he’d discovered truly great jeans. We met for beers, and as I told him about Weirloom, something reignited.
That was the push I needed, so I picked up where I’d left off—same idea, clearer vision. I found a second-generation jeansmaker in Portugal, went back to that Candiani denim, and launched the first Weirloom jeans with a pre-order campaign.
The first batch taught me a lot. The second even more. I learned from every pair shipped, every email, every bit of feedback. I made small tweaks to the fit, construction, and hardware—and it all led to the WL#1 Regular Fit.
So, What Does My Perfect Pair Look Like?
The WL#1 Regular Fit isn’t about reinventing jeans. It’s a classic regular straight fit that balances comfort and shape. The denim has that crisp feel and character you only get from refined Italian denim. The hardware and stitching are made to last, not just to look the part.
They’re cut and sewn in Portugal by a family-run factory that’s been making nothing but jeans for over 40 years. The denim is a 14.25 oz. selvedge from Candiani in Italy—a mill that’s been perfecting and innovating denim since 1938.
Don’t know what selvedge is? You don’t need to.
But if you’re curious, ‘selvedge’ means the denim’s woven on old looms that weave more slowly and create self-finished edges—those you see when you cuff these jeans. This doesn’t make the denim indestructible, but it does give it more character that shows through the more you wear these jeans.
Support Denimhunters: Buy Some Weirlooms
Weirloom isn’t just another brand. Well, actually, it is. But it’s also something else.
I’m building this thing on more than 15 years of experience working with jeans—selling them, writing about them, consulting on them, trying to understand what it takes to make that “perfect” pair.
With Weirloom, I’m putting all of that into practice: good fabric, honest production, a great fit, at a fair price. If you enjoy Denimhunters, the best way to support me is to get yourself a pair of Weirloom jeans.
The post So I Started My Own F’cking Brand, and Now We’re Here appeared first on Denimhunters.
DENIM and PATCHES sourced this post originally published on this site