When the dog days of summer hit, even the most ardent of denimheads shed their raws to avoid the sweaty, sticky mess heavyweight denim can become in hotter temperatures. Not quite so in Malaysia.
With an average annual temperature of 80.7 degrees Fahrenheit and a humidity level often over 75%, the South Pacific nation seems an unlikely home for one of the newest, and most fun, jean labels around — Cheese Denim.
Founded in 2010, Cheese sources 14 and 15oz. sanforized selvedge from Kaihara Mills in Japan, which is then cut and sewn in Kuala Lumpur into a variety of cuts with amusing names: the Stiffy (Slim-Straight), the Stretchy (Skinny with 2% elastane), the Double Cheese (Tapered), and their women’s makeup the Swaggy.
No slave to tradition, Cheese works in many tongue-in-cheek details, similar to Canadian brand Naked and Famous. Examples include glow-in-the-dark designs on the pocket bags, bright yellow linings on the back pockets, and a leather patch in the eponymous shape of a wedge of Swiss.
Cheese produces extremely limited runs, often less than 24 pieces per model, and is currently localized to the Malaysian market. So if you’re looking to get a pair you may have to wait to fork over your cheddar.