Japan Rags an innovative French denim brand. Inspired by vintage Japanese work wear, the collection includes a selection of hard wearing urban essentials with charming old-school details. The brand employs novel techniques to reduce the amount of water used to create its denim styles. This brand is already a favourite in France and so we felt it would make the perfect addition to our Paris vs London Edition of BE OUR BUYER. Be our buyer is an exclusive shopping event where registered shoppers can try exciting new children’s brands and vote for their favourites to join the AlexandAlexa permanent collection.
On Friday 21 September registered shoppers will have a chance to try Oh Baby London in a secret shopping event, you can only access the event via an email link from us so make sure you sign up today!
Japan Rags Collection Preview
Japan Rags has all the elements that you would expect from an excellent Denim collection. What sets it apart is its references to the tradition of Japanese thrift stores. Details such as mismatched buttons, chunky mottled knits, patches and plaids are translated into modern urban looks.
This season the brand has a bold take on colour. Blues and greys are a staple for the brand but shoppers can also expect touches of mustard, burgundy and green.
We love the brand’s vintage style t-shirts. These quality essentials will be a favourite with the fussiest of tween dressers. Extra flare is added to the girls’ styles with touches of cherry pink and sparkly rhinestones and touches of lurex thread.
The use of water for washing denim during the dying process is a growing concern for jean lovers the world over. Japan Rags has demonstrated its commitment to finding more sustainable production practices by introducing DENIMZERO. This innovative technology creates our favourite faded effects using enriched oxygen rather than water.
If Japan Rags would be a favourite in your children’s wardrobes sign up for this week’s secret shopping event. You will get a chance to stock up on all your urban essentials at 50% off.