I was at the Best of Britannia show in early October and saw some great British motorcycles companies such as Old Empire Motorcycles. Since Britain has its own unique history with motorcycles, have you noticed a similar correlation close to home?ĭH: The heritage of motorcycles in both design and clothing is very strong here so there is a natural crossover with denim. RD: In Japan and much of Europe, people interested in the denim subculture also tend to be motorcycle enthusiasts. Plus, there’s the fact that they are a special edition which will always appeal to true Flat Head aficionados. The denim is 12 oz, so slightly lighter than the trademark Pioneer denim, the inseam is a generous 37” with much less shrinkage than Flat Head‘s other denim, and the back pocket arcuates are a subtle indigo. There are some great characters behind the brands and customers and meeting them is the best part.īyBeatle Volume One (source: Horst Friedrichs) ![]() It’s not an easy business but I find it incredibly satisfying. So I cashed in life savings, got the Flat Head dealership, traveled to Japan, and just dived in. London lacked a great Japanese denim store and the penny dropped. I knew I could only create a business if it totally absorbed me. By this time I was becoming more addicted to raw clothing and leather goods and fixated on patina and other aging processes. I had never bought clothes that had been pre-distressed with a mock-lived-in design. I became more and more interested in how things are made and the motivation that lies behind each brand I was buying in to. Over time my enthusiasm with it went deeper than looking for the best fit. In the last 10 years I first got into Nudie Jeans and then Japanese repro brands like The Flat Head. I have no idea whether they were selvedge as I was not even aware of it at the time (unlike some of my customers.) It’s bang next to the tube (subway) so the location is very convenient.ĭH: I bought my first pair of STF Levi’s in the 80s. ![]() It’s a bit reminiscent of London’s Saville Row for suits – but with denim. It’s a great 600sq ft loft space, from which I operate the webshop, but have it set up like a store where customers can browse, try on jeans to their hearts’ content and get a very attentive one-on-one service. In May we moved lock stock and union special barrel to the workshop in Parson’s Green. My first PBJ and 3sixteen order arrived whilst I was there and I suddenly realized I had well and truly outgrown my home. April came, and I moved all the stock to Apartment 58, where I did a month long pop-up. It was great: I’d make the customer a coffee or a good old British cup of tea and quite often we’d end up chatting like old friends. In February I started doing appointments in my living room. This year I have introduced Pure Blue Japan, indigofera, Bybeatle, Dawson Denim and 3sixteen.įew people knew that I was operating R&H out of my living room, bedroom and any spare space from my small west London home. And being a home for Steel Feather was important to show I was out to find new and interesting small-scale brands. ![]() However, once I got some great brands on board like The Flat Head I never looked back. I kind of leaped into the unknown here in London. ![]() DH: When I look back to August 2012 I almost shudder with fear again.
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