The #291Project Collaboration


Denim is the unofficial uniform for work (and play)

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Made in London

The #291Project aims to authentically document the work and lives of eight London-based creatives. Inviting participants to wear a single pair jeans made from 14oz selvedge denim for 291 ‘working’ days of a single calendar year. #291Project is the brainchild of Borough England’s founder Graham McLoughlin, and made in collaboration with Blackhorse Lane Ateliers. 

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We Believe In Community

Blackhorse Lane has manufactured the custom edition of eight signature E8 style jeans with unique 291 detailing. Asking for a commitment from participants to document meaningful stories by collecting photographic and written content throughout the year project. We hope the jeans will generate a visual representation of the journeys and personal experiences gained throughout the year. After the year we will exchange the worn jeans for a brand new pair of E8 291 jeans.

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Sharing Is Caring

Print is NOT dead! Towards the end of the project (next year) our aim is to collate these images into a book project — crowd funded and lead by graphic designer Joseph Carter.

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