oneculture Fall/Winter 2010 Lookbook

Ever since raw selvedge denim, usually of Japanese origin, became the medium of choice for denim connoisseurs, every brand, both young or established, has included raw denim in their collection. For established brand's I assume it's a move meant to gain credibility among those consumers that have made denim a hobby and lifestyle. For younger brands it seems to be a genuine obsession with the fabric.

Although, older brands, especially those that specialize in workwear styles, might seem to have a distinct advantage when it comes to appeasing this market, it's actually the smaller, fledgling brands that have turned it into a science. Bay Area based premium brand, oneculture is just one of those brands.

Launched in 2004 by Mark Carter, oneculture caters specifically to "the denim lovers of the world". Produced in San Francisco and working exclusively with selvedge denim, the brand takes inspiration from Mark's childhood in the 1970's, architecture and the Bay Area. The Fall/Winter collection consists of a style called "Pulsar" which comes in two silhouettes; straight leg and slim tapered. The deep indigo medium is enhanced with details such as thread colors which are a given their own style names such as "1970" and "1978". From the images in the lookbook it's not hard to see that these are body-flattering, well-cut styles for men which offer a range of styling options. With many men, mostly those not in major cities, still apprehensive about the skinny jean or slim fits, cuts like these will lead the way in helping them transition to modern styles.

oneculture retails for about $200 and is produced in limited batches. You can purchase them from The Blue Jeans Bar in San Francisco, Santa Monica, Chicago and San Jose. You can also order them online at houseofoneculture.blogspot.com at the discounted price of $175 with free shipping. While you're there you can also follow Mark's adventures in denim manufacturing. It'll make for an interesting read.