Japanese denim brands are deservedly gaining more popularity these days as denim jean connoisseurs continue their quest for unique, authentic washes, designs, techniques—and now, organic cotton. As an organic Japanese brand also known for creating incredible washes, Kunna is such a brand on the leading-edge. The story goes that after 25 years of creating top-end denim for various brands including Levi Strauss, denim-master Hiro Morise, who has a large following in Japan, moved to Southern California to embrace a laid-back surf lifestyle and brought his expertise in Japanese denim with him.

Ironically, it was in Barcelona at Bread & Butter that we first ran into Tak Matsuzaki at the Kunna booth. They had an interesting display of just how organic cotton in denim and dyes are created. Like a science project, Kunna first attempted to explain their process that captured the attention of many attendees, who then popped into their booth for a closer look at the collection. Kunna is among the new brands in denim pushing the organic movement in general, using only natural dyes and indigos, 100% organic cotton, and the finest Japanese fabrics. The results are a unique collection with different hues in denim, plus details in the fabrics, whiskers in the front, detailed back pockets, and their signature red stitched box.

When we saw Kunna again at Project in New York last month with designer Hiro, it was an opportunity to ask even more questions about this Japanese-Southern California hybrid. Interestingly, Kunna is actually Swedish meaning “to be able to,” which also blends the entrepreneurial spirit of the collection in general. Their “wabi-sabi” aesthetics according to Hiro, means that they think about creating with Japanese soul: It is the beauty of things, modest, simple, and humble, which Kunna considers in each piece of its collection.

“We create denim jeans using Japanese techniques and the art of organic,” explains Tak.

“These jeans here required a process to be washed and sun-dried over 20 times. Some of these processes can take up to 3 months to complete for one piece.”  The results for Kunna have been a cult-like following, including high-end buyers such as Fred Segal, Planet Blue, American Rag, and Saks.