Japanese denim brand Edwin is going back to its premium roots for autumn 19, and is increasing its quality and entry price points.
The menswear brand is only working with Japanese fabrics for its five-pocket jeans from next autumn. As a result,retail entry price points on bottoms will jump 37% from £80 to £110, working on a 2.5 mark-up. Exit price points are not affected.
Edwin’s UK sales manager, Charlie Warren, told Drapers: “Our roots are a denim brand – it is our heritage. We wanted to raise the quality from where we have been for the last four or five years.
“We were trying to compete at the commercial end of the market, but our customer considers us a premium brand with better quality and manufacturing processes. We are going back to our roots and improving the quality.”
Around 40% of Edwin’s turnover on denim bottoms currently comes from entry-price product but Warren is confident the risk will pay off.
“We are aware it may alienate some or our more commercial stockists, but it is best for the brand in the long term. The new entry price is still accessible for a lot of multiples and we have a lot of premium accounts on our books, so it gives those stockists more choice.”
Edwin is also introducing a premium capsule collection called the Essentials Line for autumn 19.
It comprises 10 to 15 pieces that are “more grown up” than some of the brand’s streetwear styles. Key pieces include soft tailored moleskin jackets and polo knits. Price points are in line with the more premium denim styles – shirts will retail for £110 and knitwear for £130.