ONI Denim

ONI Denim is a Japanese label best known for rough, highly textured selvedge denim. It was founded by Masao Oishi, who spent more than 60 years in the Japanese denim industry and began his career at Levi's Japan. The brand focuses on small batch production, heavyweight cloth and traditional weaving, with long-staple yarns and low-tension weaves that give the fabric a distinctive slub character. The name comes from the oni, a Japanese demon of folklore that stands for strength and individuality. Tokyo retailers reportedly compared the fabric to one when they first saw it. The range covers raw and one wash jeans, including 20oz 'Secret Denim' cuts, plus Type III denim jackets.