You can’t start your Japanese denim hunt without knowing about Pure Blue Japan. The brand’s store is tucked down a Harajuku side street and has a very discreet entrance, but it’s definitely worth seeking out.
Once inside, you’ll be in denim heaven. Pure Blue Japan prides itself on its yarn dyeing process, which involves using aizome indigo-dyed threads to create high-quality garments. The yarns are what give each pair of jeans a unique touch, as they will fade differently depending on how they’re washed and worn.
These indigo yarns are also used to make other items like T-shirts and denim jackets, which also benefit from the fading process. Another special detail to look out for at Pure Blue Japan is the thicker stitches, which give the jeans a nice puckering effect.