Dedicated to "rethinking" our choices around fast fashion, the new Keep Earth series is all about heightening our sense of responsibility. This newly developed all Natural Indigo 100% Rope-dyed Organic cotton fabric gives full consideration to the global environment.

Approximately 1.7 million tonnes of various chemicals go into producing two billion pairs of jeans each year. Add to that the fact it can take up to 7,000 litres of water to create a single pair of jeans, and you're left with some pretty shocking stats.

This fabric is the ultimate original selvedge denim developed to achieve both the protection of the global environment and the finest aging after many years of wear. The trigger of the project is to contribute to the SDGs (Sustainable Development Goals) that all people around the world are required.

Furthermore, in this organic cotton yarn mixed with fallen cotton, Strike Gold completed the spinning of a thick slub yarn with a No.4.5 count, which was initially impossible due to the brittleness of the yarn. This 100% organic cotton yarn is spun by repeating these extremely inefficient and difficult processes and thoroughly considering the environment.

In addition, from the viewpoint of environmental protection, Strike Gold tackled the difficult problem of rope-dyeing with 100% natural indigo instead of rope-dyeing with synthetic indigo dye. As a result, the yarn and texture are created as a base for producing sharp and intense ageing.

The old-fashioned shuttle loom operated by a small number of elite skilled artisans who produce the unique original denim of The Strike Gold weaves the rope-dyed yarn that has been spun through various hardships into the fabric. The brand also pays close attention to the texture of the selvedge denim; this original denim redefines the distinctive slubbiness and texture, feeling that wraps around the body, the finest ageing due to wearing for many years befitting The Strike Gold's flagship model and embodies.

This model is full of details, including hidden rivets in the back pockets, a deer leather patch, custom iron male rivets, and copper female rivets. The male rivets will oxidize over time, but the female ones will darken, providing an ageing aspect.

Despite the 17oz density, this denim is very soft and comfortable, and thanks to the spectacular fade, the denim acquires over the years, The Strike Gold jeans always achieve a unique character.

The cut is a straight tapered fit. It gives an excellent looking tapered silhouette while allowing a lot of space at the thighs with a medium rise.

The Strike Gold is undoubtedly one of the benchmark brands when we speak of Japanese denim. Established in Kojima, in Okayama Prefecture, the Hamamoto family has been focusing all its efforts for more than 10 years on producing denim, sweatshirts, shirts and belts of the very highest quality one can find today. Their denim fabrics, unique in the world for their texture, composition, incredible irregularity, stiffness, roughness and character, delight denim devotees around the planet.