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In Japan the word Oni means Ogre, Devil, or Demon, however it can also be used as an adjective to describe something that is extremely strong or hard, as in "Strong like the Devil" or "Hard like the Devil".
When the first Oni denim was produced, the extremely uneven and slubby texture was unlike any other in the past.
"This denim is slubby like the Devil!"..and so the name "ONI DENIM" was born.