Selfridges is celebrating its 100th anniversary this year and asked a number of brands such as Coca-Cola, Converse, Creed, Dutalit, Diptique, Levis, Marc Jacobs, and Ralph Lauren, to create centennial birthday products in their famous Pantone 109 Yellow.Not many things last 100 years, but people have been wearing jeans for that long.
Our multi-pocket-jean has been with us since the inception of our brand, so we thought this iconic jean was the perfect match for such an iconic store. We created the Selfridges centenary jean by fitting 95 extra miniature pockets onto a standard 5 pocket jean. Along with the jean, we also produced 100 unique embroidered T-Shirts. Like everything we make, both the jean and the tee are constructed utilizing time-tested construction and materials - from chain-stitching to rope-dyed unbleached woven cotton - they can only be found at the Evisu counter at the 400 Oxford Street London Selfridges store.
The party kicked off May 1st and will continue throughout the Summer. The first of our centennial events will be master paint writer Kanji Kohanda customizing jeans on May 30th. We know hand-painted pockets won’t last 100 years, but faded paint, just like falling indigo, marks the natural progression of time. We will keep you posted, but for a greater list of the spectacles please visit Selfridges.
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