In economically straitened times after the Second World War Mr Tsunemi founded a denim business, selling imported used American denim to his Japanese customers. There was no denim manufacture in Japan at the time. As the economic situation improved in the 50's Japanese denim production was established, but it did not match the genuine US article for fit, wash and quality and Mr Tsunemi launched his own brand. By 1961 he had created his first pair of Edwin's and by 1963 Edwin had produced the world’s heaviest ring-spun, 16oz denim. These jeans can stand up all by themselves. And they featured the rainbow selvedge which is still in use today.