Machine Stitch Embroidery by Artist Naomi Avsec

──What led to offering custom order jeans in Japan?

Late last year, we opened a shop in Soho, London, focusing on denim. The custom order jeans we offered there were very well-received, which sparked the idea of bringing them to Japan. That's how it all began.

──You've collaborated with Naomi Avsec before, who is featured in this project, haven't you?

I personally love her work. Of course, our brand's fans also adore it. I vividly remember the first time I encountered her art. One day, Naomi sent me a letter. To my surprise, every character, from the address on the envelope to the message itself, was embroidered with machine stitching!

One day, Naomi sent me a letter. To my surprise, every character, from the address on the envelope to the message itself, was embroidered with machine stitching!


I was captivated instantly. I immediately contacted Naomi, thinking it would be wonderful to incorporate her art into Paul Smith items, and we tried a few things. My intuition was correct, and magnificent pieces were created. We've held exhibitions twice before,at the Paul Smith Space Gallery in Japanand when the decision was made to launch these custom order jeans, I asked her if she had any good ideas. She did.

With so many denim brands in the world, I was thinking about how to express individuality. Naomi brilliantly met that challenge. I realized that with the right approach, even an item like jeans, which has a somewhat fixed image, can reflect the unique character of each wearer.

──They are all incredibly unique. What method does Naomi use to create her work?

All this embroidery is freehand. She receives inspiration and forms an image in her mind. She completes the embroidery with a sewing machine as effortlessly as drawing with a pen or brush. Her speed is astonishing; you'd be amazed if you saw her working. For this occasion, celebrating the 5th anniversary of the Daikanyama and Kobe stores, she has created artwork on leather patches. Naturally, no two are alike.

An Effort to Revisit the Origins of "Paul Smith Jeans"

──The jeans themselves seem to have a secret, don't they?

Actually, the fabric differs for each selvage color. All are from world-class Japanese denim manufacturers like Kaihara and Nihon Menpu. Not only do we offer unique customization, but I'm confident that even denim aficionados will be thoroughly satisfied.



In addition to the four base fabrics, you can choose from four colors of stitching, seven types of rivets, five styles of tack buttons, and three colors of leather patches. I think it's perfect for anyone who wants to wear jeans that stand out from the crowd.

──Why did you decide to launch this initiative under the "Paul Smith Jeans" line?

The Paul Smith Jeans line has a history. While it now encompasses a wide range of casual items, it originally began, as the name suggests, with jeans. This project presented a great opportunity to refocus on jeans and do something special, which is something I'd been considering for a while. In essence, it allowed us to revisit the origins of Paul Smith Jeans.

──You're also holding workshops in conjunction with the custom order jeans, aren't you?



As a brand, we're also concerned about the oversaturation of similar products in today's market. In that sense, initiatives like this are something we want to continue pursuing.

Custom Order Jeans
Price | ¥38,800
Sizes | XS-XXL
See below for participating stores
Ready for pickup approximately one month after ordering

Silk Screen Print Workshop
Fee | ¥3,888
■ Held at the following two stores
Paul Smith Jeans Kobe Store
Date | Sunday, April 27
Paul Smith Daikanyama Store
Date | Tuesday, April 29 (Holiday)

＜Stores Offering Custom Order Jeans＞