Denim is one of the most versatile clothing materials and its loyal fans can be found everywhere. Over the decades it's been the symbol of farmers, rebels, hippies, and men in leisure suits. Denim is loved by designers for its durability and economy - and once again, the hottest fashion trendsetters are featuring the material in unprecedented iterations. In his signature style, Horst A. Friedrichs has scoured the streets of London looking for the most interesting and exciting examples of denim fashion. This book takes in all aspects of the thriving denim culture, whose followers can be obsessive about how the denim is woven, the old shuttle looms that weave it, the people who weave it, and the skills and techniques they have and use. Pages of gorgeous photographs of denim wear will inspire today's style conscious and trendspotters alike.