Boncoura

Boncoura is a Japanese label founded in 2011 by Hisashi Morishima, who grew up around Osaka's Amerikamura district and draws on a personal archive of military garments, American workwear and classic denim. Before the first collection, he spent years working with Japanese mills on original fabrics inspired by 1950s and 1960s denim.

The focus is on texture, construction and how the clothes age, not just the look. The XX jean shows the detail: 15oz fabric, a slightly wider straight cut with a slight taper, a deer skin leather patch, and twill and waist labels stamped one by one on a vintage typewriter. The name blends "bon courage" with "bonkura", a Japanese word for someone stubbornly devoted to their passion.