Originally published on metropolis.co.jp on March 2010

The denim wars are set to take a different direction this year as Japanese brands strive to offer consumers higher quality while maintaining affordable prices. The days when meticulously crafted premium Japanese jeans could fetch upwards of ¥70,000 a pair are long gone, and last year Uniqlo and discount denim shop Right-on cut the bottom out of the market by offering trousers for under ¥2,000. Prices for the 2010 spring/summer season have risen a bit, and there has been something of a return to quality—well, relatively speaking.
Popular American-Japanese model Jun Hasegawa (pictured) collaborated with Right-on’s Back Number brand to create a signature pair of women’s black super-skinny silhouette jeans that will be retailing for ¥9,800. Back Number has also launched a new “Light Shiny Denim” line, which debuted at the latest edition of Tokyo Girls Collection. The lightweight denim is treated with a lapping process to give it a slightly glossy finish (¥6,900 for women, ¥8,900 for men). Meanwhile, Uniqlo’s UJ has expanded on its ¥1,990 simple line, adding a ¥2,990 version available in up to eight shades of blue and gray, and a ¥3,990 premium line that focuses on texture and details. In an attempt to reestablish the country’s reputation for quality denim, UJ has also launched a “Made in Japan” line for men, selling in the ¥5,990-¥7,990 range.