A fresh new look is born.

Fukuoka, the gateway to Kyushu, has emerged as one of Japan’s most closely watched urban centers. The compact city is renowned for its rich food culture, strong creative momentum, and nearness to the rest of Asia. At the heart of this vibrant scene stands ON AIR—a creative studio founded by artists KYNE and NONCHELEEE that has come to symbolize the city’s contemporary culture.

The combined atelier and shop, opened in Fukuoka’s Yakuin district in 2017, evolved from a workspace into a dynamic venue for presentation and exchange that helped reshape the city’s creative identity.

ON AIR has since relocated and now launches new products from a more refined space. Melding simple urban design with Fukuoka’s distinctive free spirit, their creations complement modern city life and continue to attract attention.

Among these new releases is Jeans Irie Fit. The studio meticulously studied early ’66” Levi’s, scrutinizing every detail from yarn selection to weave structure in order to faithfully recreate its distinctive vertical fading. The yarns are woven slowly on vintage shuttle looms to produce a deep indigo fabric that is both robust and richly layered in texture.

From cutting to final stitching, every stage is carried out by seasoned artisans in Kojima, Okayama—the birthplace of Japanese denim. Using modern and vintage sewing machines, they pour their pride and craftsmanship into each pair, executing over 30 individual processes that leave no detail to chance.

As a finishing touch, washing and distressing techniques honed in Kojima give the jeans a distinct character that grows richer with wear. The result is authentic denim that brings together tradition, innovation, and the pride of its makers.

Another distinctive feature of Jeans Irie Fit is the Ultrasuede® back patch—the signature of the jeans. Like the denim itself, this material develops a deeper, more nuanced character with wear. The experience of seeing part of a product evolve over time echoes ON AIR’s long-held philosophy of “growing with the city.” Featuring a relaxed fit and tapered silhouette, the jeans create a clean line at the ankles that pairs effortlessly with sneakers or leather shoes.

For the visual campaign, founding member NONCHELEEE himself models the jeans. His continued role as the face of the brand underscores ON AIR’s ability to evolve while remaining true to its core—unswayed by passing trends. ON AIR embodies Fukuoka’s distinctive urban energy and the refined expression it fosters, while Ultrasuede® plays a supporting role on its journey.

We look forward to seeing what comes next for artists KYNE and NONCHELEEE, the founders of ON AIR, who have become leading figures on Japan’s creative stage.