After releasing the old “Ironwood” denim pants, Hoya Apparel is releasing additional denim pants product “The Atter” for their spring and summer 2015 collection. The product is inspired from anything tropical, mainly the tropical plants because they really like the idea of it. The word Atter itself is a type of bamboo in which can grow in any environment. Other than its strong attribute, Atter is also durable and able to adapt while their vast growth is impeccable. Furthermore, it is a kind of bamboo that know for its high durability and being light weight. It is often used as materials for products that needs high durability as their forming components. Aside from those unrelated fact, Atter denim pants by Hoya Apparel are made out of light right hand twill, 13.5 ounces from Cone Mills, a well know company from the US. The texture is soft slubby with a dark tone to it, while sporting Cone Mills’s signature slim cut.
At the edge of the fabric, the seams are sewn with indigo colored thread making them unique and different from your regular raw salvage denim pants. It is also very distinct from Cone Mills’s “Redline Salvage Mills”. They believe that a product’s characters lie within the littlest details that people in general do not normally see. This brings them to one of their unique selling proposition which is the outer part of out roomy front-pocket is done using the stealth arcuate way and the back-pockets with Hoya’s signature. They even put extra effort by applying shell stitching method on the flies and lining pockets and also printing western prints. These are intended to create products with a cleaner look. With every purchase of the Atter, Hoya Apparel is packing them with a corduroy roll top packaging in a shade of dark brown with a stamp of potatoes at the bottom of the packaging. For the upcoming 2nd anniversary of the company, they are doing a sales promotion on reducing the price of every items by 20% for the month of May. For more information about Hoya Apparel feel free to follow their Twitter account here.
Hoya Apparel established in the mid of may 2013, focus on clothing product and men’s articles centering to everlasting and durable goods. This unique selling point made them a local brand that are expected to be correlated between them as manufacturer and “your daily machinery” consumer. Based on that, they do believe the activity which are well-finished was the combination between men as operator and stationary or machinery as supporting tools. Hoya positioning as your best machinery to support things which needs high tension in execution without leaving “goodlooks” side as the identity of urban people. Adding the daily activities are represent with some articels such as brown postman bag, black high leather shoes, watch and basic workshirt which has dark accent. This concept was inspired by a non office worker who has high tension but still has goodlooks. Absolutely pure and last well concern about others judgement to himself. For more story and Hoya Apparel latest product, feel free to follow their Instagram.