In the 1970s Japan, amidst the peak of rapid economic growth and the ensuing wave of mass production and consumption, the impact on the history of jeans was significant. Traditional selvedge denim, once woven on old-fashioned looms, began to disappear in favor of denim produced on new, efficient looms capable of high-speed mass production. In 1979, a designer educated in France founded STUDIO D’ARTISAN & SA., focusing on the unique stiffness, texture, and fading of traditional denim woven on old looms — qualities lost to mass-produced denim. They discovered and restarted an old loom in Bingo, seemingly vanished from production sites worldwide, in a quest to reclaim and perpetuate the essence of jeans.