Endrime: New Denim Label With a Difference
By Samuel Trotman

A new year, a new denim brand! Today is an exclusive as we showcase new London based brand, Endrime.

Jan 04, 2013
/

Like

A new year, a new denim brand! We’re starting 2013 with a unique denim project that has come out of London and is so new that we’re going to be the first to blog about it…

The brand is called Endrime and is the result of a ton of hard work by Mohsin Sajid, a denim designer with 10 years experience in the market (we blogged about his amazing shitdenim Tumblr last year). Endrime is a highly premium denim label, melding top-notch fabrics from Japan and the U.S. with an insane attention to detail and modernized construction that makes this product a need-to-be-seen-to-be-believed. (We’ve seen it!)

Fabrics from Collect, Kurabo, and Kaihara, as well as the classic Cone White Oak have been fashioned into meticulous ergonomic designs using 3-D shaping, darts and seam manipulation. Mohsin produced all the samples himself in his studio, using a serious personal collection of rare vintage sewing machines (did I mention this guy is a denim maniac?!) and describes Endrime as “New Ergonomic Tailored Denim, combining the best construction methods and the very best materials.” He says the label is a “Constant battle/balance of clean and complicated design.”

For the past year Sajid has been exploring modern and lost construction methods and combining his research in relatively uncharted areas in denim design. A nonbeliever of fast, cheap methods of production, Sajid believes that the inside of the garment is just as important as the outside.

Details include leather backed buttons and concealed rivets, a continuous selvedge fly, tailored belt loops, internal selvedge waistband, and what we think is the best detail, QR Code stamps on the pocket-bags that details not only the washing label and personal washing record, but also which machines were used to make the jean — denim geeks, eat your heart out!

The name Endrime is derived from the term “End Rhyme,” which is the earliest form of Arabic love poetry dating back to the end of the seventh-century and the 20 piece collection is launching for F/W 13. This is such an exclusive post that we actually have the images before he sends it out to buyers and press globally — lucky us!

For more info, stay tuned on his website.

 


Subscribe to WGSN

DenimBanner
Get more Denim insights as a WGSN subscriber

Related stories

4 photos
Global Trade Show Guide 2017: WGSN Editor Picks

4 photos
London's new immersive art exhibition invites you to step back in time

4 photos
This is how your jeans will look come summer 2018

3 photos
The Common-Folk: Mixing Japanese tradition with modern design

4 photos
London's Design Museum has a new home - and it's brilliantly ambitious