Mar 5, 2024

Introducing Boncoura - The Longest Path to Completion

March 5, 2024

We are excited to announce a new brand added to the roster of lines we carry at Self Edge, Hisashi Morishima’s Boncoura. Morishima was born and raised in Amerikamura, Osaka, a place known for its abundance of American vintage clothing and imports, all within biking distance from his home. From his early school years, he immersed himself in thrift stores, drawn in by vintage Made-in-USA clothing. Over the years he became obsessed with vintage basics such as jeans, t-shirts, and fleece hoodies. ⠀⠀⠀⠀⠀⠀⠀⠀⠀

After working for a major Japanese department store, Morishima thought to start his own business. Although starting a thrift store would have been fitting, considering his collection, he had a different vision. He explained, "I can't modify vintage clothing myself. So, if I want to express myself, I'd rather create it. I've worn plenty of vintage XX, and based on that experience, I decided to make the jeans I wanted to wear. I never once considered it a business; it's purely an extension of my hobby." With this idea, is where Boncoura started.

While Boncoura is an extension of his hobby, it's precisely because of this that he refuses to compromise. Every recipe, from the origin of the cotton to blending ratios, yarn twisting, and the concentration of pure indigo, is entirely original and exclusive to his brand. The attention to detail we’ve seen in his garments isn’t something we’ve seen from many lines over the years and we’re excited to show you what Morishima has been creating.

shop Boncoura now
Boncoura Japanese Selvedge Indigo Jeans - XX Classic Straight Leg
Boncoura Japanese Selvedge Indigo Jeans - ’66 Straight Lightly-Tapered Leg
Boncoura 13th Anniversary Cotton/Linen Denim Type II Jacket
Boncoura Heavyweight Polo Shirt

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