ONI Denim takes its name from “ONI” (Devil).
The origin of the name ONI traces back to the brand’s first business visit to retailers in Tokyo. The distinctive texture of the original ONI jeans left a strong impression on the retailers, likened to the rugged face of a devil (“oni” being the Japanese word for devil). Inspired by this story, the name ONI was born.
Masao Oishi, a key figure in Japanese denim gained prominence at Levi’s Japan, He played an important role in the creation of the first Japanese jeans brands in the 60’s – Canton Jeans.
Despite zero advertising and public relations campaign, ONI Denim has emerged as one of the most coveted jeans brands from Japan.
As mentioned above, Masao Oishi carries over 60 years of experience in the Japanese jeans industry. Initially as one of the first employees at Levi’s Japan, he later then contributed to the establishment of several pioneering Japanese jeans brands. His extensive experience has culminated in the unique craftsmanship at ONI.
Oishi believes the quality of the products will speak for themselves. The secretive nature of ONI Denim reflects a craftsman’s focus on his artwork rather than on publicity. Wearing ONI jeans offers an exceptional journey; the more they are worn, the more expression of the devil denim comes to life.
If you’re a raw denim, selvedge jeans kind of denimhead, then ONI Denim is definitely a brand for you to check out.
Below you can find some of the brand’s key characteristics:
- Ultra-Slubby and Textured: Oni denim is renowned for its noticeable irregularities and texture, setting it apart from other brands.
- Low-Tension Weave: The use of low-tension looms creates a looser weave, contributing to the fabric’s unique feel and character.
- Secret Denim: This signature fabric is celebrated for its specific blend of earthy beiges, greens, and blues, which fades into stunning washed-out tones.
- Limited Production & Craftmanship: Oni Denim’s fabrics are challenging to produce, even for experienced craftsmen, limiting their availability and making each pair a unique piece of craftsmanship.
- Innovations: Despite its traditional approach to denim production, Oni also offers innovative fabrics like stretch denim, green cast denim, and the lightweight “Kiraku” denim.
You can shop for ONI Denim at Blue in Green Denver and at Blue Owl.
