Do you ever wonder, “I want to wear jeans well, but I don’t know which ones suit me!”?
At Denim Laboratory, the jeans experts known as Jeans Sommeliers recommend the best jeans from a wide selection of fabrics and silhouettes.
At Denim Laboratory in the Bikan Historical Area, we spoke with store manager and Jeans Sommelier Takeshi Aoyama about the store and its product concept.
We also asked Chieri Kobayashi to try out the “Sommelier Reservation Service,” which recommends jeans to suit each customer’s personality.
The information in this article was current when it was published in March 2021. Please note that it may differ from current information.
What is Denim Laboratory?
Denim Laboratory’s concept
Denim Laboratory is a denim specialty store carrying five brands from Kojima denim maker JAPAN BLUE.
By stocking products from different brands in one store, it can cater to a wide range of customer personalities.
There are two stores: the Kurashiki Store in Kurashiki City’s Bikan Historical Area, and the Okayama Store inside the Sante Okayama shopping complex at Okayama Station.
The Kurashiki Store is housed in a renovated traditional townhouse, with jeans displayed in front of the atmospheric building.
For this article, we visited the Kurashiki Store and spoke with store manager Aoyama about Denim Laboratory’s concept and products.
Denim Laboratory’s products
Store manager Aoyama introduced the products available at Denim Laboratory.
| Brand | Features |
|---|---|
| Momotaro Jeans | American casual style, jeans with traditional designs |
| JAPAN BLUE JEANS (Japan Blue Jeans) | Designs for the European market; caters to flexible needs |
| Urvin (Urvin) | A women’s brand derived from JAPAN BLUE JEANS |
| SETTO (Setto) | Relaxed look, genderless |
| NEGATIVE DENIM (Negative Denim) | A bold brand focused on design, materials, and dyeing methods |
Momotaro Jeans
“Momotaro Jeans” offers traditional designs that have been popular since around the 1950s, when jeans began to catch on as fashion.
The selection features American casual styles and products with straight lines.
Incidentally, the white lines seen on Momotaro Jeans products are based on the lines on the flag Momotaro carried when he went to Onigashima. They are said to be a play on the words “Japan” and “two lines.”
JAPAN BLUE JEANS (Japan Blue Jeans)
“JAPAN BLUE JEANS” features designs aimed at the European market, with a slim silhouette that tapers around the legs.
Compared with Momotaro Jeans, it responds more flexibly to customer needs, offering options such as distressed finishes and stretch denim.
Urvin (Urvin)
“Urvin” was the first women’s brand launched by “JAPAN BLUE.”
Targeting women in their late 20s to late 30s, it is characterized by designs that follow current trends.
The aim is to create everyday jeans that you’ll want to wear daily.
SETTO (Setto)
“SETTO” offers a wide selection of relaxed designs.
The materials have a natural texture and a soft feel.
The clothes have a genderless look and can be worn by both men and women.
NEGATIVE DENIM (Negative Denim)
“NEGATIVE DENIM” is a brand that focuses on materials, patterns, and dyeing methods, and takes on new challenges.
One example is the oversized inner pocket.
The inner pocket found in standard jeans was originally added to hold a pocket watch.
Today, it can also be used practically as a pocket for a smartphone.
Jeans Sommeliers help you choose jeans
What is a Jeans Sommelier?
Denim Laboratory has a wide selection of products, but you may find yourself wondering, “I don’t know which jeans suit me.”
When that happens, try asking a Jeans Sommelier for advice.
A Jeans Sommelier is an expert with extensive knowledge of denim who has passed the Jeans Sommelier Certification Program exam.
To earn the qualification, they study cotton-growing regions and varieties, manufacturing methods, fabric characteristics, and sales methods.
Aoyama, a Jeans Sommelier, puts his extensive knowledge of jeans to practical use.
There are countless combinations of fabrics and silhouettes, and he told us that the knowledge he has gained through study is essential for making recommendations tailored to each customer’s personality.
The color and feel of cotton fabric apparently vary depending on where the cotton is grown.
For example, cotton from Côte d’Ivoire comes from an ancient variety that has not been selectively bred, and is characterized by becoming stiff when made into fabric.
The stitching in the colors of the Côte d’Ivoire flag is cute.
Sommelier Reservation Service
We asked model Kobayashi to try on jeans selected for her.
Beforehand, Kobayashi entered her size and clothing preferences through the Sommelier Reservation Service.
Making a reservation allows the staff to learn about the customer’s preferences in advance, making it easier for them to prepare.
Since you can set aside plenty of time to choose jeans, you can ask anything you’re curious about while looking at the products.
- Book a visit time through the Denim Laboratory website. Enter your size, usual clothing style, and preferred brands.
- Visit the store at your reserved time.
Kobayashi told us what she was looking for: “I like high-waisted, slim-fit jeans!”
Aoyama apparently chooses silhouettes and fabrics not only based on the customer’s size and requests, but also to suit the customer’s overall look and feel.
She took the items he had selected and headed to the fitting room.
Kobayashi tried them on and was surprised that they fit perfectly.
Being able to judge the right size at a glance is what you’d expect from a Jeans Sommelier.
Kobayashi apparently felt that jeans didn’t suit them, so they usually avoided wearing them.
But when they tried on the jeans selected for them, they were surprised at how much better their figure looked.
Kobayashi was delighted with the jeans recommended to them.
We asked them to strike a pose that showed off their favorite jeans.
Looking good!
Recommended Outfit
Finally, Aoyama shared an outfit recommendation with us.
The top is a SHIN・DENIM tailored jacket.
SHIN・DENIM is a fabric independently developed by “JAPAN BLUE” with the aim of “not fading.”
The jeans are an item exclusive to the Kurashiki store.
They are a model called PREB, with a roomy fit around the thighs for comfort and a slim cut below the knees that makes the legs look great.
A Visit to the Denim Research Institute
The Denim Research Institute had more jeans than you could count.
Every one of the countless items displayed in the store was appealing, and just looking at them was exciting.
But it’s difficult to figure out which jeans suit you.
Visit the Denim Research Institute, and a Jeans Sommelier will draw on their extensive knowledge and experience to recommend jeans that are a perfect fit for your individuality.
You’re sure to find a pair of jeans that feels like a companion you’ll want to take with you every day.
- Model: Chieri
Denim Research Institute by JAPAN BLUE Kurashiki Store Information
| Name | Denim Research Institute by JAPAN BLUE Kurashiki Store |
|---|---|
| Address | 5-8 Honmachi, Kurashiki City, Okayama Prefecture |
| Contact | 086-436-7347 |
| Parking | None |
| Hours | 10:00 a.m.–7:00 p.m. |
| Closed | Irregular holidays |
| Payment methods |
|
| Reservations | Available Jeans Sommelier reservation service available |
| Restrooms | No restrooms |
| Website | Denim Research Institute by JAPAN BLUE |
What would you like to know about Kurashiki?
Enter a word to search articles on this site
