Community building has become a frequently used term in branding exercises and marketing plans. But what does it really mean to build a community, to share a common interest, to aim for something and grow together.

Han’s story is one that makes you believe there is a bright future for fashion. Blackhorse Lane focus on making the best pair of jeans from the best fabrics they can source. But it’s not just the jeans that make people want to spend time at the atelier (which has an open door policy and welcomes visitors daily) it’s the history, the story, the sense of community.

In a world where we are striving to do things as quickly as possible, using technology as a tool to aid efficiency, it’s a breath of fresh air that Blackhorse Lane take their time. To make a beautifully tailored pair of jeans, immaculately finished both inside and out takes time. Blackhorse Lane are not in a rush.

The slow made approach is not a business model that supports producing hundreds of pairs of jeans a day, and it also requires highly skilled machinists to produce jeans that will last a life time.

Passing skills to the next generation is something that Black Neon Digital (and Blackhorse Lane) are extremely passionate about. There’s a distinct lack of alternative routes to learn the less ‘glamorous’ roles in fashion such as an industrial machinist or patterncutter, something that we are slowly working on to put right. The education system and fashion media tend to focus more on the star role of designer, but there are only a few positions available as Creative Director.

The machinists at Blackhorse Lane are given the opportunity to be shareholders, their skills valued not only through respect but through financial gains. Everyone who enters the atelier begins to understand the level of respect that skills and knowledge can earn you.

Respecting the heritage of denim whilst looking ahead to servicing their global community is David Giusti, Head of Digital & Retail at Blackhorse Lane. David’s passion for and knowledge of the denim industry is extremely impressive. Coupled with his tech background gives an indication of the way in which Blackhorse lane are looking to grow. It’s a pretty rare thing to find someone who has completed a menswear design course at Central St Martins, and has the level of tech skills that David does.

With a degree in computer science, experience of holding Product Manager roles at Microsoft, Shazam and Lyst working in San Francisco, Paris and London, David had great understanding of the digital landscape and the possibilities it can offer Blackhorse Lane.

Sustainability is fundamental to Blackhorse Lane’s approach, from their investment in skills, their community to the fabrics they use. Each denim has a rating which takes into consideration it’s durability and environmental impact, including it’s carbon footprint, as premium denim is flown in from the USA and Japan.

The blend of heritage, elevated craft and digital foresight at Blackhorse Lane is extremely exciting. It’s no wonder they have created a Craft Jean Revolution, a revolution that everyone is welcome to join in.

www.blackhorselane.com

www.blackneondigital.com