#144 - Oxblood2

I distinctly recall the day we launched the Oxblood 2. Stephen and I had set up shop (literally) in a very kind friend's living room. We sat around a big table, hunting for the coolest selvedge denim we could get our hands on. A package arrived from Japan. In it was a selvedge denim with a color I had never seen before, a deep, rusty, rich oxblood. Even to this day, when I find more unusual styles I still go through the mental exercise of trying to predict if you'll like it. I liked it, but it was certainly not your standard look. We reminded ourselves that this was the point of the new model we created for GUSTIN - to find quality fabrics and let YOU decide if you want them. We launched it. The Oxblood 2 was officially our first huge surprise hit. It really solidified everything for us. This was the truly unique thing we could build our company around. Always quality. Always made in the USA. Always a huge value. Then try it. Let you be the arbiters of what you want to wear, not us.

We still follow these basic principles today. It takes time to custom weave a denim, but for this one, it's definitely worth it.