Natural indigo dyed Japanese denim is considered the finest in the world. Chimala, founded by Noriko Machida, combines such techniques with inspiration from American and European fashion from the 1930s-60s. Such as is characteristic of Japanese Americana, the inspiration coming from America and the manufacturing process being carried out in Japan. The authentic denim manufacturing process means their jeans are much softer as opposed to the starchy, tough texture of contemporary denim and will last multiple lifetimes.