This shirt is something else. Looks great in photos but in person...damn. Once again Courtney looking top tier. The shoot was delayed by a few minutes because I couldn't stop touching/feeling the shirt. Yes, Courtney was wearing it at the time.

I was new to the Japanese selvedge game and the realisation that I've been doing denim wrong all these years hit me hard enough to know that I only had the single choice; to dive deep into Iron Heart one piece at a time. And where else to start? Jeans. Because a journey has to start somewhere, and where better, right?

Santa Josh delivered the 777 as the perfect fit after I joined the team in October 2024. The fades are coming along extremely well too (for anyone thinking of asking; the fade on the left hand side pocket is usually home to a iPhone 16 Pro Max in my pocket - so no, I'm not pleased to see you - settle down).

Love these jeans. Currently also got 777 natural indigo for that more prolonged fading journey. Looking to make it a hattrick soon but perhaps trying something different?

How's everyone doing?

It's been a busy couple of weeks and wanted to share some selected snaps from week one at IH, in the studio and out and about in ye olde streets of London. Plenty more being stacked up from week two for future shares. But those will have to wait

I'll make sure to grab a self portrait or two next time!

Squad Goals

BTS out and about in Wapping, with James and Rudi, snapping the new incoming drops/restocks. Pro shots from James to follow in the product threads.

IHG camera roll drop !

Here we go. The fades are in.

Much love to Adam Welch for the commitment and wear.

58 days, 2 soaks, 5 washes.

Some words from Adam on the journey:

"Here are the last snaps in the wild of this beauty. The weather has been less than ideal, but the essence of the evolution is still evident in these exposures. It is an extraordinary example of Iron Heart. The complexity of the weave, the cut, the luxuriously light yet impervious fabric, and the fabulous fade potential make this a competitive complement to the 12oz Wabash. Any conscious connoisseur would undeniably need both.

This has been an exhilarating experience, and I hope it won’t be the last. I want to extend my gratitude and appreciation to all y’all for the opportunity to contribute creatively to Iron Heart, something that has been a dream of mine for a long time. Thank you!

I’m looking forward to the Fall/Winter Release, hopefully people will be able to see the potential in this beauty. It was coming alive these last few weeks, and I’m sure that with only a little more attention, the fades will become monumentally mesmerizing. Indigo Herringbone for the win!"

@AdamC haha, true.

Look at this.

Truly one of the most incredible escapes, how did we get away with it?

Oh yeah.

West Ham.

Sorry Alex. And thank you.

(I accepted we were relegated after the Palace game).

I reckon the Final Fantasy algo should have a means to punish football atrocities and not award points for say Arsenal set-piece goals or a ref awarding a penalty at the Stretford End at Old Trafford.

@Tago-Mago I actually had a serious set of modifiers that would make it really interesting but it wont work because everyone joins multiple leagues with the single team (that you're allowed to have in FF) so hard to really get anyone to buy into it. One key modifier was 'No Haaland'.

More of Rudi in a L

Couple more of Rudi in a L

My own personal modifier (because I have morals and sensibilities) is to not include any of 'them lot' in my side. So tbf, it's always highly unlikely to be able to win.

As for yes or no. I suggest you check the league.

@AdamJ ffs

Rudi in a L

Crew's vitals here

If we had modifiers I'd be interested. Say for example:

No AI app assistance, Reddit thread data-gathering and fantasy football podcast help
No paperwork or spreadsheet printouts detailing selection tactics on desks during work hours
No Southampton binocular cheats (this is when you copy someone's else core side week to week in the latter stages of season to keep ahead of them by matching their points haul from core players plucked)