5 hours ago | By WGSN Insider
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We’ve been into Bleulab’s amazing reversible jeans for a while now, first noting them in our reversible denim post in 2010 and then creating a report on the brand last april. Since its inception by creative director Carl Jones, the brand has been going from strength to strength and is now stocked in hundreds of stores around the world.
If you don’t know the Bleulab story, Jones was inspired by a scrap of double weave denim and was prompted to brainstorm: it be possible to treat a fabric differently on one face to the other? After much research and finally coming up with a patented technique, his reversible jean was born.
For a company that started by thinking outside the box, it seemed fitting that for its first ever stand-alone store, Bleulab chose one of the most talked-about new shopping developments in Tokyo: the Tokyu Plaza Omotesando Harajuku. It sits at the monumental and crazy-busy Harajuku and Omotesando crossroads (where The GAP used to reside) and was made famous for its perfect location for street style shots. The store is at the front window on the second floor overlooking the famous crossing and is a prime position for Tokyo shoppers.
This move comes at an exciting time for the company as their Men’s line is also just about to launch. We think Tokyo is going to go wild for the double denim concept and we wish them much success for 2012!
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