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Before 1992 when he began, Mikiharu Tsujita, founder and proprietor of Fullcount & Co. Denim has known the days of denim never have been numbered. He reminds us that jeans were “born in the late 1800s.” And they still are the cornerstone of rugged style today. They started out as workwear—they still are workwear—and have evolved into a lifestyle. Tsujita’s Fullcount jeans are as strong as possible, while retaining the attractiveness of the denim we see in 1940’s-1960’s Hollywood. He utilizes this philosophy with a contemporary aesthetic underlining everything. The artistry of the texture behind the Zimbabwean cotton he uses gives the wearer a personal connection to their jeans that is uncommon, even amongst raw denim wearers: Tsujita’s jeans are beautiful and tough, but before they aren’t tamed by the duration of wear. They are tamed by why he or she wears them.