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Elephant 12: The Art Of Durability


The charm of denim lies in its infinite adaptability and the ability to evolve with changing times. From humble workwear to a fashion staple, denim's journey is as fascinating as its rugged, indigo-dyed fabric. One name that truly encapsulates the ethos of durability and versatility in this world is the Naked & Famous Denim Elephant series - jeans that not just embraces but celebrates heavyweight denim in all its glory.

The Elephant 12 – Broken Twill Big Slub Selvedge is a force to reckon with, crafted from a super-dense 20oz Japanese Selvedge denim. This weight is nearly double the traditional denim used in the early workwear days, which was usually around 10oz. Imagine the kind of durability that brings. We're talking about a pair of jeans that you'll wear for years, growing older and better with you, creating a unique fade pattern that tells your personal story.

But it's not just the weight that sets the Elephant 12 apart. Its fabrication boasts a broken twill construction, a detail that may seem minor but is of great significance. Broken twill is a blend of left and right-hand twill, designed specifically to counteract leg twist, since it doesn't favour a single twill direction. It's a rare feature in today's denim world and is a testament to the thought and craftsmanship that has gone into making this standout piece.


The Elephant 12 uses slubby, irregularly shaped yarns, creating a unique and highly sought-after texture, adding another layer of rarity to this denim. Finishing touches include contrast stitching, a vegetable-tanned leather patch, button fly, and silver metallic hardware, making the jeans a sartorial statement.

Each pair is cut, sewn, and assembled in Canada's last standing denim factory. A process that pays homage to the country's long-standing garment production tradition and the hard work of the local artisans. It's a detail that adds another layer of depth to the Elephant 12 story, making them not just a pair of jeans but a piece of denim history.

Over time, as you break in this fabric the rigid heavyweight denim forms and moulds according to your body's movements. But this effort is rewarding as the heavier denim tends to exaggerate fading patterns, making your jeans look distinctively yours.

To wear the Elephant 12 – Broken Twill Big Slub Selvedge is to carry a piece of history, a testament to the evolution of denim, and an emblem of durability. It's more than just a garment; it's a conversation starter, a statement piece, and a tribute to time-honoured craftsmanship..

Check out the full details in the video below.

Available at 10am on Friday 8th September here:

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