Operation of RESOLUTE premium denim
"These pants may look not so stylish at first glance, but they are taking on a good color while you continue to wear them" (Designer Yoshiyuki Hayashi)
Since its launch in 2010, sales of the RESOLUTE denim brand sold by Group company SB Planning Co., Ltd. have continued to grow steadily. At present, these products are sold at around 90 shops in Japan and approximately 20 shops overseas in places such as Hong Kong, Korea, Europe, and the United States (2018).
As a leader in the replica jeans boom, designer Yoshiyuki Hayashi is a charismatic presence among jeans enthusiasts. Products are planned and designed by Hayashi, and produced by high quality made-in-Japan manufacturing.
The original fabric that was woven with old-style weaving machines is dyed by traditional methods, and the products are sewn by expert denim craftsmen in the Bingo region of Japan.
As the resulting RESOLUTE denim is worn in and adapts to the body, the nap begins to disappear from the knees, hips, crotch, and other parts where the cloth is rubbed, and the color begins to fade from those parts. The parts where the nap has worn away are a light blue, with the rest of the jeans remaining a dark blue, producing a fantastic contrast of light and dark colors. The lineup is small, consisting of just four product types. However as each product is worn, it produces a unique fading pattern, making each of these denim jeans a one-of-a-kind product. That is the attraction of RESOLUTE.
The company also participated in the 2013 Onomichi Denim Project that aims to revitalize the denim-producing Bingo region of Japan, and exhibited 540 pairs of used denim jeans that had each been washed and worn repeatedly for one year.
Unfazed by the strong association of denim with American casual, RESOLUTE is a brand that is a perfect fit for dressing well in denim when worn with a well-tailored jacket or coat, or with a dress shirt and necktie. The brand is sold not only at jeans shops, but also at select shops that sell large numbers of European and American brands.