Zimbabwe Cotton Selvedge Denim.
April 29th, 10am BST.
Sign up for 24-hour early access to the launch.
You’ll get the story behind the denim, the mill that wove it,
and how it fades — all in the coming weeks.
The kind of stuff denim geeks live for.
IT STARTED
AS A SIMPLE
QUESTION.
What cotton makes the best jean in the world, and for the world?
The answer wasn’t what I expected.
But now that I know it, the answer is obvious.
First, let’s agree on this: Not all cotton is equal.
Just like not all wine is the same.
Not all olive oil is the same.
Not all coffee is the same.
So, what are the unique set of ingredients that separate the best from the rest?
The Recipe For Great Cotton.
There’s a reason some denim feels better. Lasts longer. Ages more beautifully.
It starts in the soil.
Rich.
Alive.
Not over-farmed.
Not pumped full of chemicals.
Then comes the climate.
Hot days.
Cool nights.
Just the right amount of rain.
The Goldilocks zone.
And altitude?
It slows things down.
Longer growing seasons.
Stronger fibres.
Fewer pests.
Less need for sprays.
But here’s the real secret:
Hand-picked.
Not for speed.
For quality.
Every single boll, chosen with care.
Clean.
Undamaged.
Unrushed.
Most cotton? Grown fast.
This one? Grown right.
So when you wear it, you’ll feel it.
And over time, you’ll see it.
Because greatness has a recipe.
And we follow it.
So, where does the best cotton in
the world come from?
After all this: altitude, soil, hand-harvesting, you might be wondering…
Where on earth does all of this come together?
Where is the Goldilocks zone - not too high, not too low, not too dry, not too humid?
Where is the soil rich, clean, and packed with nutrients?
Where do farmers still hand-pick each boll, preserving the fibre’s strength and purity?
The answer isn’t what I expected.
But once I knew it, I couldn’t unsee it.
The answer?
Zimbabwe.
It produces one of the most beautiful cottons on the planet.
A rare cotton that denim geeks worship.
Japanese Selvedge made with Zimbabwe Cotton.
Sign up for 24-hour early access to the launch.
You’ll get the story behind the denim, the mill that wove it,
and how it fades — all in the coming weeks.
The kind of stuff denim geeks live for.
