Choosing Japan Blue denim that fits your own personality.

Finding denim that suits your body line and feels comfortable to wear can turn into an encounter that lasts a lifetime. Made with the wearer in mind and crafted with an unwavering commitment to beautiful styling, Japan Blue denim is truly the kind of jeans you could call "the one."

Japan Blue Co., Ltd. was born in Kojima, a town in the southern part of Okayama Prefecture that is world-renowned as a center of denim production. In a place where every process needed for garment making—weaving, dyeing, sewing, and finishing—comes together, the company draws on its planning and sales strength as a textile maker to keep creating denim pants and jeans that use traditional methods while breaking free of conventional molds.

This time, we introduce two denim brands from Japan Blue's lineup: SETTO and URVIN (Aavin). Since both brands come from the same company, learning about the distinct personalities that emerge between them may give you a hint for finding the denim that's just right for you.

Let's start by comparing two pairs of pants with very similar shapes.

Left: SETTO CTX-010L 12oz Selvedge Straight Jeans

Right: Urvin Jade UP120301 12oz Selvedge Straight Denim

These two pairs of denim pants, with their very similar silhouettes, are both made from selvedge fabric—an essential part of any discussion of Japan Blue. Woven by skilled artisans on old-fashioned looms, this denim fabric retains the natural unevenness of the cotton yarn, giving it the rustic texture characteristic of rare vintage denim. Because it's woven with weaker tension than on mass-production looms, it has a firmness and body that still carries just the right amount of softness.

So where do the differences between these two pairs lie? Let's unravel them one by one.

The rustic texture with its distinctive unevenness—what Japan Blue calls "real denim"

SETTO, in pursuit of comfortable wear

SETTO　 CTX-010L 12oz Selvedge Straight Jeans

What SETTO places particular emphasis on is "comfort."

The brand proposes "comfortable clothing" not only in terms of materials, but also in terms of silhouette.

When you try them on, the CTX-010L 12oz Selvedge Straight Jeans have a moderately relaxed width. They curve gently from the waist to the hips, giving the line down to the ankles a long, slender look. Not too voluminous in the lower body, they have the versatility to match any outfit—something that also seems to contribute to their "comfort."

A relaxed, comfortable width, and a clean, straight-down silhouette

Rolled up to show a neat, trim ankle

URVIN, in pursuit of a feminine line

Urvin　Jade UP120301 12oz Selvedge Straight Denim

For women who are put off by the stiff, rough feel typical of authentic denim, URVIN selects fabric that offers a soft wearing feel while still creating a beautiful silhouette.

URVIN's approach to creating a feminine silhouette is clear even in the numbers. The fit is designed with room around the hips and legs so the pants don't cling too closely, while the inseam is cut slightly longer to create the effect of longer-looking legs.

SETTO: CTX-010L 12oz Selvedge Straight Jeans(Size M)

URVIN: Jade UP120301 12oz Selvedge Straight Denim(Size 25)

Paired with heeled pumps, the legs look longer, creating a beautiful line

In search of the pair that fits you

Each of these two brands develops its own distinct character in the line created when you step into the pants. What's certain is that both are dedicated to the pursuit of "comfortable wear." To help you find the pair that fits you best, let's look at a few more denim pants.

The ultimate white, with hidden depth

SETTO　Special Order CTX-010L 12oz Selvedge Straight Jeans, White

Even in creating this white fabric, Japan Blue's commitment to craftsmanship shows through. The white fabric is woven completely separately from the indigo-dyed denim. This is because cotton fibers dyed with indigo can float through the air, and separating the processes prevents indigo-tinged cotton from being woven into the white fabric. Though it looks like a plain design at first glance, it's actually more difficult to make than ordinary denim, making it a pair of jeans in which Japan Blue's craftsmanship truly shines through.

This is a special-order color variation of the CTX-010L 12oz Selvedge Straight Jeans introduced earlier. By rendering this versatile, standard design in white, it becomes a pair that lets you enjoy layering in color.

A simple design that beautifully sets off whatever you pair it with

A relaxed fit, yet a carefully calculated silhouette that still looks neat even when paired with voluminous tops

A wide straight-leg denim for those who want to hide the body lines they're self-conscious about

Urvin　Bardot UP127305 High-Waist Straight Denim BLU

Inspired by the classic denim once worn by Marilyn Monroe and Brigitte Bardot, this straight-leg denim hides the lines around the legs while creating a feminine, rounded silhouette.

Since this wide pants style doesn't reveal the shape of the legs, and features a deep rise that fully covers the hips, the waist appears nicely cinched, letting even those who lack confidence in their hip or leg lines wear it beautifully.

It's wonderful to be able to confidently tuck in your top, since it hides the leg lines you might be self-conscious about

Thanks to its slightly thicker silhouette, it looks well-balanced even when rolled up longer

Enjoy it to your heart's content

SETTO proposes "clothes that feel good to wear," focusing not only on materials but also on silhouette to prioritize comfort when worn. URVIN is a denim brand from Japan Blue that is particular about silhouettes that look beautifully feminine. Both brands seem to teach us the joy of unraveling our own preferences, one by one, as we slowly look through our closets and consider how we want to be seen and what style we love. We hope you'll enjoy your journey of denim hunting to your heart's content, taking one step closer to finding that one pair you feel truly reflects who you are.

▼See the full list of SETTO items here