Significant DENIM

What is it, really— that makes these jeans so special? At a thrift store, lined with endless racks of denim, it was easy to spot the old jeans among the others. It was instinctive. Effortless. But the moment we tried to explain that difference— the words would slip away like mist. Is it the vibe? The hue? The texture? Maybe the character, or the aura? You just know it when you see it? No explanation needed? Et cetera. And yet, the more “you just know it when you see it” something is, the harder it is to explain. We knew something was different. But we couldn’t say exactly what it was. That puzzle started for us in 2007. How could we put intuition into words? How could we trace the source of that difference? We thought. We tested. We repeated. Day after day. And before we knew it— 15 years had passed. Then, in October 2022, we arrived at a single, clear answer. We set foot on the floor of the legendary Mill No.3, at Amoskeag MFG Co., in New Hampshire, USA.