Whoval is a denim brand based in Okayama, Japan.

Okayama is the Japanese capital of denim production. Japanese denim became to be famous from the 1970’s. At that time, few Japanese pioneers started to study the postwar American denim. They decided to make Japanese denim collections, even better than the American originals: better quality, sizes and shapes more adapted to the demand of the Japanese markets.

They bought vintage American machines, bought the best possible cotton, used the famous Japanese Indigo process, and from there, the Japanese denim industry was born.

If you visit Okamayama city, you’ll be able to visit a Denim Museum and several factories and stores.

Whoval belongs to the young generation of denim makers. Not only do they have their own brand but they also do production for many other famous brands including Nike Japan, Beams, United Arrows, and many others.

Their famous Kimono jacket is an homage to real denim with a Japanese twist.

By representative director Shuji Ishibashi:

Because I was born in Kojima and grew up with denim, it was natural to ste into the denim industry.

We established WHOVAL in 2007. From the thought that we can’t realize our creations without washing process,so we started the processing plant.Employees has exceeded 30, and we are striving to raise the value of “made in Kojima”. Skilled engineers and sensitiveness young guys work hard together to expand the range of their works and also challenge various processing.

Now here in Kojima has become widely known as a town of jeans over the world.

“Bring to the world from Kojima,the birthplace of Japanese domestic jeans .

This is our belief to develop unknown technology and new products.