WHY JEANS

Why I Chose to Focus on Jeans

Among countless products in the garment industry, I chose to dedicate myself to jeans.

In the earlier years, my evenings were always spent with my children — teaching, reading, and watching them grow. When they later left for London to study, the house became quiet again. I continued my daily work in local production, and in the evenings, as a habit, I would sit down with books — reading Eastern philosophies about honesty and the love of labour, and about the hope of keeping pace with Western creativity.

That quiet time made me realize that I wanted to build a different kind of production — one where creativity becomes the soul of craftsmanship, and where work itself becomes a way to enrich the spirit.

“Hope is a good thing, maybe the best of things. And no good thing ever dies.”

The Shawshank Redemption (1994)

That simple line from the story of two honest, stoic men stayed with me — and I came to understand that jeans embody that same spirit:
Beneath the humble blue fabric lies a soul built upon four pillars of character — Wisdom, Courage, Justice, and Temperance.

For me, making jeans is not just a profession — it is a way of life, a belief that sincerity and perseverance can still create something truly beautiful and enduring.