Denim maker Atelier LaDurance pride itself for not having an elaborate brand strategy or marketing plan. Instead, its focus has always been its customers by applying its capsule collection approach. Thus, winning over a loyal following from the denim buying community.
Early this month, it co-release a new jean with UK’s oki-ni online retailer. Named Royston, the new denim features a slimmer silhouette, a customized “Atelier for oki-ni” label on the interior, and a subtle message on the leather patch. Created out of broken twill, authentic selvedge denim from Japan that weights at 14 oz, and the application of classic French haberdasher methods, the Royston include white contrast stitching, cooper rivets, and belt strap for fit adjustment. It also include Atelier La Durance‘s signature – the bullet repair kit which include additional brass buttons, denim cloth, pocket linings, and a thimble. Everything you will need for you (or your tailor) to make emergency repairs. Each unit numbered from 1 to 50, this exclusive edition is only available through oki-ni.
> Atelier La Durance
More photos after the jump…