For its 25th anniversary, “Denime” launches an environmentally friendly project titled “Re:project.” For customers who bring in their old Denime pairs of jeans and denim jackets to the directly operated stores, a 5,000 yen coupon is gifted in exchange. This coupon can be used when purchasing a standard pair of jeans from the brand.

To commemorate the anniversary, limited edition jeans will go on sale. Modeled after vintage jeans from 1966 onwards, the brand has faithfully reproduced the gap of bolt stitches across the crotch, the out seam sewn with fine thread, V stich at the front, loops in vintage style, and stitches running through the deerskin patch at the waist. Rough textured 15.5-ounce dark blue fabric was specially woven and used for the low-rise, tapered jeans. The jeans will be in stores at the end of August and retailed at 34,650 yen.

Denime was founded in 1988. The brand is known for creating jeans imaged after masterpieces from the 50s to 70s, and it has come to be known as the Japanese pioneer of replicating fine works. Jeans come in vacuum packaging to ensure maintenance of quality.