Interview with Alex Padmore aka @ironheart_alex at Selvedge Run

I guess it’s safe to say that Iron Heart is one of the most iconic modern cult brands in the world of raw denim. In fact, it sometimes feels like the brand’s been around forever. But it’s “only” 15 years since it was founded.

After two decades in the Japanese garment industry, Shinichi Haraki (usually called ‘Haraki-san,’ ‘Haraki’ or simply ‘The Boss’ these days) had gone from pattern maker to designer and director at Edwin.

But in 2003, he decided to create his brand; one that would focus on heavyweight denim and clothing aimed at the Japanese motorcycling community. Two years later, Englishman Giles Padmore became the international distributor of Iron Heart, and the two bosses have had a close partnership and friendship ever since.

For the past couple of years, though, a generational shift has been initiated at Iron Heart International. Giles is gradually handing over the reins to his son, Alex, who’s now the general manager of the company.

I met Alex for the first time at Selvedge Run in January 2018, but didn’t have a chance to hear his story then. So, when we were both at Selvedge Run in July, I made sure to book him for an interview to talk about his background; his role in the company now; why Iron Heart’s been so successful; and how the brand’s never going to follow any fast fashion trends.

Watch the interview in the video above.

Images by Oddhunt Photography.