During the January 2012 edition of Pitti Uomo, Edwin Trading Company Ltd and Yohji Yamamoto Inc have launched a new jeans brand - Yohji Jeans.

The premium quality Japanese jeans specialist and the cutting-edge designer presented this new brand for f/w 2012/2013. Yohji Yamamoto Inc. is taking care of the artistic creation of the brand, while Edwin Trading Company Ltd supervises production and distribution.

The new men's jeans brand - available in stores from June 2012 - will offer a very compact selection of four denim items, two chinos, two trousers, three shirts and two jodhpurs and will be intially sold in Europe and the US. production of the brand will ma managed through the coompnay's Japanese premises, while distribution will be managed through the Edwin Europe subsidiary.

The theme of the first collction "Naked" is evoking the pureness and the simplicity of the style and inspiration of the new collection.