Oni Denim

Claudio Mariani Reading Oni Denim Next Private Workshop
Our opinion
One of the most beautiful brands for Japanese denim purists! (Which has a special place in the heart of one of our editors) The paintings are all very textured, and for many of them you can be sure you've never seen one like it anywhere else. Denim whose indigo has slight green nuances, ecru weft threads to give a vintage effect, textures so rough that they recall the bark of a tree... In short, the originality and quality of the canvas is the strongest point of the brand. Obviously, all the careful finishes that we expect on such jeans are present, but it is above all the cut which distinguishes Oni jeans from other brands of the same caliber: there is a strong propensity for "tapered" cuts which taper at the bottom of the leg, ranging from "loose tapered" to downright narrow slim, where Japanese brands more often offer more classic cuts. A resolutely modern bias for a brand with such an old school philosophy! Unfortunately, there are two obstacles to overcome to obtain these little marvels: firstly, the price, which is still between 150 and 220€ even when the jeans are purchased directly in Japan, and secondly, the difficulty of access: distributors in Europe can be counted on the fingers of one hand, and French distributors are simply absent. Add to that a significant additional cost of import (very often around 25-30%), and you will understand why we don't see more Oni jeans, in our streets or in our columns...
The history of the brand Oni Denim

A brand with a history tinged with myths and secrets, from which it is difficult to disentangle the truth from the falsehood.

Legend has it that it got its name, “Oni” (demon in Japanese) from the reaction of the first person who touched one of its paintings, exclaiming “Damn, this denim is as rough as a demon!” .

There is a distinct lack of information on this confidential label, which does not hesitate to maintain its myths and secrets: it is said that its founder, Masao Oishi, is an 80-year-old master weaver who lives as a complete recluse, and that he weaves all the denim himself on an old loom whose operation he is the only one to master.

He would only work a few months per year, because his advanced age prohibits him from working in colder temperatures, and he would refuse all interviews with enthusiasts who were offered to him... Which obviously gives a very low yield of jeans all year round, making each Oni jean even rarer.

And all the leather patches on their jeans are adorned with a mysterious demon, and some of their most popular denims are called "secret denim"...

The icing on the cake: the brand is so secret that it has no website in its name. You will only hear about it through its resellers, and a few enthusiast blogs, just as intrigued as us.

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