Big John, a prominent denim brand from Kojima, Japan, emphasizes quality and environmental sustainability, focusing on evolving customer needs and innovative practices in the denim market.
Big John, a well-established denim brand based in Kojima, Japan, has positioned itself as a leader in the denim market, particularly for enthusiasts seeking high-quality raw denim. The brand has roots dating back to 1940 as a cut-and-sew factory specializing in workwear and uniforms before shifting its focus to denim in the late 1950s. It launched its first domestically made jeans under the Canton label in 1965 and introduced the Big John brand in 1967. The name is a nod to the founder, Kotaro Osaki, as “John” is a familiar name in English-speaking contexts, similar to “Kotaro” in Japan.
Big John is recognized for its craftsmanship, evident in its standout collection known as Rare, which features techniques such as single-stitch sewing, pure indigo dyeing, and the use of selvedge denim. Meanwhile, its High Power Stretch denim line combines comfort with the aesthetic of traditional rigid jeans.
In an interview with Carved in Blue, Tsuyoshi Shimizu, the CEO of Big John, discussed the current state of the denim market and the brand’s commitment to sustainability. He noted a notable polarization in the denim industry, highlighting a trend towards both practical and luxury items. He stated, “Products that allow you to experience the quality and fun of denim will increase,” emphasizing the growing importance of environmental considerations and traceability for consumers.
Shimizu elaborated on evolving customer needs, which are increasingly diverse and focused on individual items rather than bulk purchases. Customers are seeking high wearability and fit, high-quality materials, and strong brand backgrounds. “At the same time, brands and consumers are becoming closer,” he added, indicating a trend toward more personalized customer relationships.
Looking ahead, Shimizu introduced the concept of “growing jeans,” which refers to a focus on durable denim that can be passed down through generations. This initiative promotes the responsible care and longevity of jeans, encouraging consumers to cherish a single pair for an extended period.
Regarding sustainable practices, Shimizu shared Big John’s plans to incorporate TENCEL™ fibers more prominently in their products, reflecting a commitment to innovative materials. He mentioned the brand’s ongoing efforts to repair and reuse jeans collected from customers, converting discarded materials into new products, such as turning sap from Kojima Lake into jeans and recycling cutting waste into paper.
Concluding his thoughts on sustainable fashion, Shimizu asserted the necessity for collaborative endeavors that transcend company and national boundaries. He stated, “We’re putting into practice what can be done now,” and emphasized the importance of future joint initiatives in promoting sustainability across the fashion industry.
As Japanese denim continues to attract global attention, Big John maintains its dedication to quality, customer connection, and environmental sustainability, signaling the brand’s adaptability within a rapidly changing market landscape.
Source: Noah Wire Services
