Countdown to first run of Weirloom
The pre-order for the first jeans from new brand Weirloom is set to close on May 23, with a limit of 100 pairs.
Launched by Thomas Stege Bojer, the first run will sell at €180, compared with a regular price of €250.
He said: “For over a decade, I’ve helped people find jeans that fit and fade beautifully through my work at Denimhunters and with other brands behind the scenes. Weirloom is the culmination of everything I’ve learned: the fits that work, the fabrics that age right, the details that matter. But more than that, it’s about building something I believe in.”
Unusually, he has been transparent about his costs: including fabric from Italy and manufacture in Portugal.
The 14.25oz fabric is made from 100% regenerative cotton and woven by Candiani on antique shuttle looms from the 1960s.
The warp yarns are dyed with Candiani’s Indigo Juice technology, which is described as a low-impact process that uses less water and fewer chemicals. “Even though these jeans are washed once, they still fade beautifully,” he added. “In fact, they fade faster than many other jeans. Whether you wear them hard or wash them often, they’ll develop real character.”
