Behind the Canvas:
Upcycled Straight Denim–LEINWANDE
with THE NEW DENIM PROJECT
The story of 22AW Upcycled Straight Denim.
Denim has always been with liberty.
Denim trousers became popular as a strong and
durable garment among miners seeking economic
freedom during the gold rush of the late 1800s. In
the 1950s, casual wear, led by denim trousers, became a
symbol of rebellion and freedom, especially among
young people, sparked by Hollywood films. Around the
1960s, women vibrantly wearing denim trousers began
to appear in films.
Jeans, a tough and comfortable garment made for work
wear, have become an integral part of modern fashion.
It is the ultimate product that will be treasured in
someone's wardrobe for decades to come, if not
consumed as the processing, and texture are nurtured
together with the wearer. Not only the cultural value of
the details and trendy silhouettes created in each era,
but also the damage caused by the wearer's wearing is
loved by many people. If you could cherish the denim
until the day it becomes vintage, then it will have
Now, the denim is about to make new history with the
Upcycled Straight Denim.
The key words are CLOSED LOOP and UPCYCLE.
You probably know that the textile and fashion industry
is the world's third largest industry wasting water,
polluting our limited freshwater resources, and the
amount of water needed to produce one pair of jeans is
8,500 liters. This is equivalent to about 170 bathtubs for
a typical one-person bathtub.
In such a manufacturing environment, closed loop does
not create a story that proceeds in one direction, such as
TAKE (take resources), MAKE, USE, and WASTE.
Instead, the closed loop continues to weave a never-
ending story of TAKE, MAKE, USE, and RECYCLE by
considering products and raw materials that had been
discarded as "new resources".
And unlike conventional recycling, ultimate goal of
upcycling is to create objects that are more valuable
than before they were recycled to make people's hearts
Upcycled Straight Denim is made from denim that
would otherwise be disposed of at factories as scrap,
leftover fabric after cutting from sewing factories, and
fallen cotton from spinning mills, which is collected and
re-spun to make new yarn.
In addition, fallen cotton, which is inevitably produced in
the process of making upcycle denim, is brought to
contract coffee farmers in the Guatemalan highlands,
and used as fertilizer to create new value.
What kind of liberties will we enjoy with this eco-friendly
denim, which was born becoming freed from the word,
Denim fabrics are chemical-free, dye-free, and created
with minimal water.
The denim fabric is simple and warm, yet sophisticated
The straight silhouette gives it a not-too-casual look,
perfect for a day out in your favorite heels or a relaxed
holiday spent in sneakers.
LEINWANDE aims to create products that will be
loved for a long time, grow with the wearer, and not be
consumed (wasted and lost). We will challenge ourselves
to create products that are more experimental and have
minimal environmental impact, including the
development of denim without original dyeing. While
carefully selecting each item from diversified selections,
we will place importance on our "responsibility" to
openly inform our customers about the background and