Do you have the worry of "I want to wear jeans, but I don't know which ones suit me!"?
Denim Laboratory has a specialist in jeans, the Jeans Sommelier, who will suggest the best jeans from a wide variety of fabrics and silhouettes.
At the Denim Laboratory located in the Bikan Historical Area, I learned about the store and product concepts from Takeshi Aoyama, the store manager and also a Jeans Sommelier.
Additionally, Chieri Kobayashi will model the "Sommelier Reservation Service," which suggests jeans that match individual personalities.
What is the Denim Laboratory?
Concept of the Denim Laboratory
The Denim Laboratory is a specialty store for denim that handles five brands developed by the Kojima denim manufacturer JAPAN BLUE.
By offering products from different brands in the same store, it can cater to a wide range of customer personalities.
There are two stores: the Kurashiki store in the Bikan Historical Area and the Okayama store inside the San-sute Okayama at Okayama Station.
The Kurashiki store features a renovated town house, with jeans displayed in front of the charming building.
During the interview, I visited the Kurashiki store and spoke with manager Aoyama about the concept and products of the Denim Laboratory.
Products of the Denim Laboratory
I had manager Aoyama introduce the products handled at the Denim Laboratory.
| Brand | Features |
|---|---|
| Momotaro Jeans | American casual, traditional design jeans |
| JAPAN BLUE JEANS (Japan Blue Jeans) | Designs targeted at the European market, flexible to needs |
| Urvin (Urvin) | A women's brand derived from JAPAN BLUE JEANS |
| SETTO (Setto) | Relaxed impression, genderless |
| NEGATIVE DENIM (Negative Denim) | A challenging brand focused on design, materials, and dyeing methods |
Momotaro Jeans
Established around the 1950s when jeans began to spread as fashion, Momotaro Jeans offers traditional designs.
They feature American casual styles with straight lines.
By the way, the white line seen on Momotaro Jeans products is said to represent the flag that Momotaro carried when going to Onigashima, playing on the words "Japan" and "two lines."
JAPAN BLUE JEANS (Japan Blue Jeans)
"JAPAN BLUE JEANS" features designs targeted at the European market, characterized by a slim silhouette with tapered legs.
Compared to Momotaro Jeans, they flexibly respond to needs with damage processing and stretch denim.
Urvin (Urvin)
"Urvin" is the first women's brand launched by "JAPAN BLUE."
Targeting women in their late 20s to late 30s, it features designs that match current trends.
It aims to create jeans that you want to wear every day.
SETTO (Setto)
"SETTO" offers a wide range of relaxed designs.
It has a natural material feel and a soft image.
The clothing gives a genderless impression, suitable for both men and women.
NEGATIVE DENIM (Negative Denim)
"NEGATIVE DENIM" is a brand that focuses on materials, patterns, and dyeing methods, challenging new things.
For example, it features large inner pockets.
The inner pockets seen in standard jeans were originally added to hold pocket watches.
In modern times, they have become practical smartphone pockets.
Jeans Sommelier Supports Jeans Selection
What is a Jeans Sommelier?
The Denim Laboratory has a wide variety of products, but you might be confused about "which jeans suit me."
In such cases, consult a Jeans Sommelier.
A Jeans Sommelier is an expert with extensive knowledge about denim who has passed the Jeans Sommelier Certification System exam.
To obtain the qualification, they study cotton production areas, types, manufacturing methods, fabric characteristics, and sales methods.
Mr. Aoyama, who is a Jeans Sommelier, applies all his knowledge about jeans in practice.
With countless combinations of fabrics and silhouettes, he explained that the knowledge he studied is essential for making suggestions tailored to the customer's personality.
Fabrics differ in color and texture depending on the cotton production area.
For example, cotton from Côte d'Ivoire is an ancient variety that has not been improved, and it is characterized by becoming hard when made into fabric.
The stitching in the colors of the Côte d'Ivoire flag is cute.
Sommelier Reservation Service
In practice, model Kobayashi will choose jeans that suit her.
Kobayashi has previously entered her size and clothing preferences through the Sommelier Reservation Service.
By making a reservation, the staff can understand the customer's requests in advance, making preparation easier.
This allows for ample time to select jeans, enabling customers to ask any questions while looking at the products.
- Reserve a visit date and time from the Denim Laboratory's website. Enter your size, usual clothing, and preferred brands.
- Visit the store at the reserved date and time.
Kobayashi expressed her preference, saying, "I like high-waisted and slim-fit jeans!"
Mr. Aoyama selects the silhouette and fabric according to the atmosphere the customer possesses, in addition to size and requests.
She took the selected products to the fitting room.
Kobayashi-san tried it on and was surprised that the size fit perfectly.
Being able to judge the appropriate size at a glance is truly the mark of a jeans sommelier.
Kobayashi-san seemed to feel that jeans did not suit her, and usually avoided wearing them.
However, when she tried on the jeans that were chosen for her, she was surprised to see that her style looked better.
Kobayashi-san was very satisfied with the jeans that were suggested to her.
She asked for a pose that would highlight her favorite jeans.
Looks cool!
Recommended Coordination
Finally, I received some recommended coordination from Aoyama-san.
The jacket worn on top is a SHIN・DENIM Tailored Jacket.
SHIN・DENIM is a fabric developed by "JAPAN BLUE" aiming for "non-fading."
The jeans are a product exclusive to the Kurashiki store.
The model called PREB has a relaxed fit around the thighs for comfort, while being slim from the knees down, creating a beautiful leg line.
Visiting the Denim Laboratory
The Denim Laboratory had countless jeans available.
The numerous products lined up in the store are all attractive, and just looking at them makes your heart race.
However, it is difficult to determine which jeans suit you.
By visiting the Denim Laboratory, a jeans sommelier will utilize their extensive knowledge and experience to suggest jeans that perfectly match your individuality.
You are sure to find a pair of jeans that you will want to take out with you every day, like a trusty companion.
- Model: Chieri
Denim Laboratory by JAPAN BLUE Kurashiki Store Data
| Name | Denim Laboratory by JAPAN BLUE Kurashiki Store |
|---|---|
| Location | 5-8 Honmachi, Kurashiki City, Okayama Prefecture |
| Contact | 086-436-7347 |
| Parking | None |
| Business Hours | 10:00 AM - 7:00 PM |
| Regular Holidays | Irregular holidays |
| Payment Methods |
|
| Reservation Availability | Available Jeans sommelier reservation service available |
| Restroom | No restroom |
| Website | Denim Laboratory by JAPAN BLUE |
