{"id":15584,"date":"2014-09-05T11:40:25","date_gmt":"2014-09-05T10:40:25","guid":{"rendered":"http:\/\/centmagazine.co.uk\/?p=15584"},"modified":"2014-09-05T12:15:00","modified_gmt":"2014-09-05T11:15:00","slug":"ripped-goodhood-discuss-denim","status":"publish","type":"post","link":"https:\/\/staging.centmagazine.co.uk\/?p=15584","title":{"rendered":"Ripped: Goodhood Discuss Denim"},"content":{"rendered":"

\"Goodhood\"<\/a>
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Goodhood c0-founders Kyle Stewart and Jo Sindle have launched\u00a0a\u00a0new \u00a0Goodhood Flagship<\/a> store in Shoreditch. The new lifestyle store is already\u00a0the go to place if you want an enviable brand list\u00a0range and to name check just a few there will be clothing from Comme des Gar\u00e7on<\/a> and Opening Ceremony,<\/a> homeware from &Tradition<\/a> to Hay <\/a>and beauty including Malin&Goetz<\/a> and Aesop.<\/a><\/p>\n

Kyle and Jo have a history with denim having met when they were both working at Levi’s.<\/a> As denim is a clothing stalwart and as an item of clothing that is most often ripped we asked Kyle for his thoughts on the ever enduring staple:<\/p>\n

What can you say about denim that hasn\u2019t been said before?<\/strong> There are myths and legends surrounding the murky indigo baths that create the world\u2019s finest jeans. From gold miners of the Wild West to the icons of Hollywood\u2019s silver screens, it\u2019s hard knock\u00a0the most universal item of clothing the world has ever seen.<\/em><\/p>\n

The inherent beauty of a pair of jeans lies in the indigo dye used to dye the yarns that weave your jeans. It\u2019s an unstable dye meaning it shifts and moves, this is why your jeans fade over time. Levi\u2019s have experimented with non-fade denim some years ago, which I know because I had a pair that I was determined to wear out and see fade. We got there in the end, but it was a journey of a couple of years at least. Normal good quality jeans will take a year of constant wear to become a lived in piece of indigo art. They form to tell the story of your life, the way you stand, the pocket you put your wallet in, or not, the kind of life you lead all represented in the abrasions and marks created by the ever dynamic indigo.\u00a0<\/em><\/p>\n

I\u2019ve found the old adage to get them a size up to be mythical. Wear them in the bath and shrink to fit? I did, I got ill… And my jeans didn\u2019t fit. To get the best out of them you have to buy them in a raw state. Get them fitting you tight from raw as they will grow a size over time. Don\u2019t wash them in that first year or two, air them or take them to the dry cleaner. After a couple of years wash them and marvel at the spectacle when the dirt and grease comes out. Voila.\u00a0<\/em><\/p>\n

\"goodhood<\/a><\/p>\n

Do jeans still have that raw, rugged appeal that made them the sought after item of every one from counter culture revolutionaries to 90\u2019s skaters?<\/strong>\u00a0They\u2019ve had a fair few bad incarnations over the years but I guess the moral of this story is it\u2019s how you wear them and how they wear you.\u00a0<\/em><\/p>\n

The Queen of England has apparently never worn a pair. You draw your own conclusion.\u00a0<\/em><\/p>\n

The new\u00a0Goodhood store<\/a>\u00a0is at\u00a0151 Curtain Road,\u00a0EC2A 3QE. All jeans pictured are available in store<\/a>.<\/p>\n

 <\/p><\/blockquote>\n

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\"Goodhood<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Goodhood c0-founders Kyle Stewart and Jo Sindle have launched\u00a0a\u00a0new \u00a0Goodhood Flagship store in Shoreditch. 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