We're delighted to collaborate with Betty Smith, Japans oldest jeans factory. Located in Kojima, the centre of traditional indigo culture, they've been making denim clothing since 1962. Their philosophy chimes with mine; traditional meets modern. A veteran cutter can only produce three or four pairs a day, such is the attention to detail and time-consuming processes involved. They use classic selvedge denim and you can choose from the iconic 14 ounce relaxed cut, or a slimmer cut with a little elastane for stretch.

Theyll look after you if you look after them. Firstly, dont wash more than you need to. When you do, turn them inside out, and un-cuff them. Use a mild detergent and no hotter wash than 40 degrees. Flatten the jeans after washing and hang out to dry.

• Remember that these are genuine indigo dyed, so they will run the first couple of times.