FULLCOUNT PRESS/ JUNE 2025
Founded in Osaka in 1993, FULLCOUNT has built a reputation for collections centered around high-quality, 100% domestically produced denim. The brand uses rare, ultra-long staple Zimbabwe cotton (organic), woven on vintage shuttle looms in Okayama. This results in a fabric that rivals vintage denim in fade character, with a famously comfortable fit that many say is "impossible to stop wearing once you've tried it." Today, FULLCOUNT is celebrated not only in Japan, but around the world as a leader of authentic "Japanese Denim."
This time, we focus on the 11.5oz denim jeans released in 2024—lightweight yet with stunning fade potential—jeans that you can truly wear even in summer.
Real Jeans You Can Wear Even in Summer
FULLCOUNT’s 11.5oz Denim Series
Is wearing jeans in Japan’s midsummer too much to ask?
FULLCOUNT jeans are highly regarded for their uniquely comfortable feel, born from years of meticulous research into vintage denim, as well as their beautiful fading over time. The brand’s standard fabric has long been 13.7oz, which offers a classic "true denim" texture (the photo above shows the 11.5oz version).
Over the past 30 years, the denim world has seen numerous trends and evolutions—not just in silhouette, but in how denim is perceived. In the late 1990s, pre-faded jeans were frowned upon, with the belief that “real jeans should fade with wear.” At the time, wash processing technology was still developing. Later, stretch denim gained widespread popularity, especially among women, thanks to its enhanced comfort and flexibility.
While FULLCOUNT has since refined and earned praise for its fade processing techniques, it has always remained faithful to its original values: the pursuit of true denim authenticity. The standard 13.7oz and heavyweight 15.5oz jeans continue to be beloved by denim enthusiasts to this day.
However, over the past 30 years, climate change has led to a noticeable rise in summer temperatures across Japan. Customers began voicing a common concern: "It’s getting hard to wear jeans in the peak of summer." With other pants becoming lighter and more breathable, there was increasing demand for new types of jeans that could meet modern expectations.
A Denim Masterpiece 30 Years in the Making
"Once You Wear Them, There’s No Going Back."
FULLCOUNT’s founder and director, Mikiharu Tsujita, took these voices seriously. He began developing a new lightweight denim fabric in collaboration with the same trusted mill that has walked alongside the brand since its founding. However, simply making the fabric thinner would compromise its signature fade and feel, so it took several years before Tsujita was satisfied with the result.
Finally, in 2024, just after FULLCOUNT’s 30th anniversary, the ideal fabric was completed: the 11.5oz “Super Smooth” denim, abbreviated as “SS.” Tsujita recalls, “When I saw the finished fabric, I felt that we had finally created the perfect denim.”
This new fabric retains FULLCOUNT’s signature "true denim" identity, while delivering stress-free comfort, softness, and lightweight wearability. It has quickly gained recognition not only from Tsujita and his team, but also from FULLCOUNT’s most discerning fans—many of whom now say they can’t go back to previous denim fabrics.
Though the 11.5oz denim is suitable for year-round wear, it truly shines in the summer. With its light, smooth comfort and beautiful fading potential, this is the ideal choice for those who want to wear genuine jeans even in the heat of summer.
Due to its popularity, FULLCOUNT is expanding the lineup across its core silhouettes—and even into denim jackets.
This concludes our introduction to the new 11.5oz “Super Smooth” denim: a new standard for summer jeans. We hope this content inspires your summer denim choices and styling ideas.
Stay tuned for our next feature, where we’ll take you inside FULLCOUNT’s fabric production process.
About FULLCOUNT
Founded in 1993 in Osaka by Mikiharu Tsujita, FULLCOUNT is a Japanese denim brand known for its use of Zimbabwe cotton and vintage shuttle-loom weaving in Okayama. FULLCOUNT denim offers the unique fading and comfort that rivals vintage jeans, earning a reputation as a true representative of Japanese Denim both domestically and worldwide.
Domestic Online Store : https://fullcount-online.com
International Online Store : https://fullcount.co/
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