The iconic Japanese denim brand Momotaro Jeans opened its latest store in Kyoto this July, marking a significant step in the brand's global expansion. Known for their meticulously crafted raw denim, Momotaro Jeans has garnered a loyal following both in Japan and internationally.

According to COO Masataka Suzuki, “Inbound tourists account for 48.5 per cent of the brand’s purchases (at our physical stores).” To add on to that, “overseas e-commerce sales have grown 5,000 per cent in the last four years.”

This new store opening on Shinmonzen-dori, a street historically known for its antique shops, coincides with a major rebranding effort as part of their broader expansion strategy through emphasizing the brand's unique selling points: the deep indigo color of their denim (known as Tokuno Blue), artistry, and design.

Momotaro Jeans is a premium Japanese denim brand founded in Okayama Prefecture, a region often referred to as the denim capital of Japan. The brand is a subsidiary of Japan Blue, a denim manufacturer known for its premium denim and its supply of denim to the world’s biggest luxury brands.

Momotaro is known amongst denim fans for its dedication to traditional craftsmanship, using high-quality Zimbabwe cotton and vintage shuttle looms to create denim that is both durable and aesthetically pleasing. One of the brand's most distinctive features is its "Tokuno Blue," a deep indigo achieved through extensive experimentation and a commitment to maintaining the rich heritage of Japanese dyeing techniques.

Raw denim, also known as "dry" or "unwashed" denim, has become increasingly popular among denim enthusiasts for its durability and the unique fade patterns it develops over time.

Unlike pre-washed denim, raw denim is untreated and stiff, allowing it to mold to the wearer’s body and reflect their lifestyle. This characteristic has made raw denim a favorite among those who appreciate slow fashion, as each pair becomes a personalized piece of art with extended wear.

The resurgence of interest in high-quality, artisanal denim has positioned brands like Momotaro at the forefront of this trend, with their products being sought after by denim aficionados around the world.

For those looking to embark on the adventure of owning their first raw denim piece, there are a few must-have items that showcase the best of Momotaro’s offerings.

First-timers can opt for the standard 14.6oz denim, at 33,000 yen. At this weight, the denim will be more rigid and heavier than your usual denim, all the more to experiment and have fun with when you break down the denim with heavy everyday use. Momotaro also recently released slim and tapered silhouettes to all of their different lines, perfect for those looking for a tighter fit.

Looking for a splurge? Check out the silk options. Silk denim will keep you cool in summer and warm in winter. These are also lighter and more breathable than their other lines. The price tag is much steeper, and will set you back around 77,000 yen for a pair.

If you’re looking for something that differs from their iconic Tokuno Blue color, the Sakura Dyed line is not to be missed. Crafted with cherry blossom-dyed threads and in a light, pleasing pink that brings to mind Japan’s iconic flower, the Sakura Dyed line is aesthetically pleasing and highly unique. This comes in a straight silhouette and costs 42,600 yen.

As Momotaro's COO Suzuki explains, “What’s special about us, even today, is the Tokuno Blue color that we have achieved with a lot of experimentation. This deep indigo blue and the fading of the denim over time gives our customers and fans a denim for life—where each wear and each denim would differ based on the wearer’s lifestyle.”

With sustainability becoming a key concern, consumers will be happy to hear that there is also lifetime warranty for each pair of denim. This is because the company believes that “each pair of Momotaro denim is a partner for life,” says Suzuki.

All prices in this article are correct at time of writing in September 2024, and are inclusive of tax.