Telling the story of jeanswear through branding, detailing and the distinguishing elements that characterize a pair of jeans is a great undertaking.

Graphic designer and denim insider Nick Williams and his wife, writer and product expert Jenny Corpuz, have succeeded and recently published the book Denim Branded –Jeanswear Evolving Design Details (Schiffer Publishing Ltd; £39.99).

Nick Williams at Kingpins Amsterdam
Photo: Schiffer Publishing
Nick Williams at Kingpins Amsterdam

Through 272 pages, the book features a whole selection of patches, rivets, buttons, trims, labeling, packaging and other details from longtime authentic jeanswear and workwear brands and contemporary ones to create this highly inspiring and huge visual archive.

Denim Branded – Jeanswear Evolving Design Details (Schiffer Publishing Ltd; £39.99).
Photo: Schiffer Publishing
Denim Branded – Jeanswear Evolving Design Details (Schiffer Publishing Ltd; £39.99).

Williams surgically “dissected” and analyzed–piece by piece–many of these brands by publishing rich photographic content, and interesting and curious stories about their existence and evolution. He sourced unique pieces worldwide from denim brands and collector archives. He photographed elements such as special paper and hardware pieces, stitchings, embroideries and gadgets that are rare or beautifully crafted.

In its 272 pages the book features a whole selection of patches, rivets, buttons, trims, labeling, packaging
Photo: Schiffer Publishing
In its 272 pages the book features a whole selection of patches, rivets, buttons, trims, labeling, packaging

The authors worked with the historical archive departments of Levi’s, Lee Jeans, Wrangler and Cone Mills and traveled to Greensboro, North Carolina, Kansas City and San Francisco to photograph archives and collections included in the book. They also feature contemporary denim brands such as Denham the Jeanmaker, Diesel, Rogue Territory, Dawson Denim, Kings of Indigo, Endrime, Evisu, East Dust, Butcher of Blue, Tellason, W. H. Ranch, Son of a Stag, Carhartt, Sugar Cane, Left Field and Iron Heart. This book also presents items from suppliers of all of these brands that played an important role in the history of denim branding such as Scovill Buttons (est. 1802) and Talon Zippers (est. 1893).

Williams spent over 25 years in graphics and textile design working for major brands in New York and London such as Levi’s as head of graphics Europe, Middle East and Africa, Puma, as head of graphics worldwide, and Nautica.

The duo runs 4th Avenue, a graphic design studio specializing in graphics for apparel, branding, advertising, packaging and brand identity.

Lee jacket
Photo: Schiffer Publishing
Lee jacket

Williams also lectures at trade events such as Kingpins, and at fashion and design institutes including the Jean School, Denim City Amsterdam, AMFI, Southampton University and Strohacker Design School, in addition to various consulting activities.