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Kyoto denim brand offers world’s only jeans with ‘yuzen’ dyed patterns

June 09, 2014

By NOBORU TOMURA/ Staff Writer

KYOTO–Jeans have taken on a traditional look in the ancient capital as a denim brand is allowing customers to choose patterns that are applied to their purchases through “yuzen” dyeing, an art that has been handed down over the centuries.

Homei, a company that produces and markets the Kyoto Denim brand of jeans, allows customers who bought its products at its store in Shimogyo Ward to select additional designs dyed with the Kyoto-born “kyo-yuzen” technique, which creates resplendent patterns.

A customer can select from 11 patterns, such as cherry blossoms and plovers, and from 10 colors. The prices range between 15,000 yen and 30,000 yen ($146 and $292), depending on the customer’s request.

Homei has already received more than 30 orders since it started the service last month.

Kazutomo Miyamoto, 34, a Homei public relations official, expressed astonishment at the service’s popularity, despite its high cost.

“It is very inspiring for us because we receive requests directly from our customers,” Miyamoto said.

Homei, originally a kimono dyeing company, used to respond to detailed demands from kimono buyers. The new service was introduced to accommodate similarly detailed orders from its jeans customers.
By NOBORU TOMURA/ Staff Writer