Denimio carries all the well known Japanese denim brands, but has also been offering a global stage to smaller and upcoming brands from the promised land. The store has a strong relationship with the brands they are offering and they are as just as much consultants as they are a retailer. Even though we couldn’t verify this information, we know that one thing is for sure Oni has and continues to produce some of the most slubby, irregular and characteristic denim fabrics to come out of Japan which has led to them being held in very high regard the world-over.ĭenimio is known to be one of the biggest online Japanese denim retailers and offers the ultimate in Japanese denim for an incredibly competitive price, including worldwide shipping. Oishi-san is the only one who is capable of weaving the renowned denim fabrics of Oni, while using just one machine. Oishi-san doesn’t do interviews and the brand isn’t as accessible via social media channels as many brands are today. With all this combined experience, it’s hardly surprising that Mr Oishi-san is a master-weaver when it comes to denim and his brand Oni holds cult status amongst international denimheads.Įven though Oni Denim made its debut years ago, the brand is still shrouded in mystery. In the early 1970’s, he then became one of the first members of the Levi’s Japan team and further helped to lay the foundations for the Japanese denim industry which we know today. Oishi-san was involved with the first ever Japanese denim brand, Canton Jeans. Oishi-san started to work for his father’s company in Tokyo, where he was in-charge of importing vintage Levi’s garments from the USA. Okayama-based denim brand Oni was founded by Masao Oishi and was built on decades of experience in the denim industry. All this and more is reflected in the branding and product of the cult Japanese denim brand known as ‘Oni Denim’. ‘Strong like the Devil’ or ‘Hard like the Devil’. ‘Oni’ can also be used as an adjective to describe something that is extremely strong or hard, eg. The word ‘Oni’ ( 鬼 おに in Japanese ) derives from Japanese folklore and can be translated to demon, ogre, or troll in English. Price at Denimio: €210 (including free worldwide shipping) ONI AIZUMI X BLACK SECRET DENIM IS AS DARK AS THE DEVIL
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