Serious sewing stands out among denim brands, not only in its convincing philosophy and lifestyle identity consistency, but also actively committed to product quality and brand. The concept of ES, the integration of aesthetics living in Japan, wabi sabi (which explains imperfections, gentleness, beauty, and non-traditional things), and the past American cowboys. Launched in 2004, the design principle of serious sewing is simply translated as "product sewing is done with care. Adhering to this standard, a dedicated and error free product is proud of its craftsmanship and emphasis on the authenticity of its promises. The production and development of each garment is supervised by three people, monitoring from start to finish, at every stage: design, sewing, and washing.".
