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giants Son of a Stag have just launched their first ever newspaper, JOURNAL. Those who already shop at the Brick Lane store will know that Son of a Stag are the leaders in mens premium denim, specialising in rare Japanese and American denim.

Presenting the Journal is yet another page to Son of a Stags already packed book, known for their heritage obsessed innovation and almost ritual tribute to handcrafted products. The journal completely reflects their ethos in fabric and now in print.

Like most brands today, they cannot simply thrive from a store alone. This is only half of their story, and customers want more. Creating an online presence through social media such as Instagram and Facebook are just the tip of the iceberg. By introducing the Journal to Son of a Stag customers, new and old, they have managed to project their brand as a whole lifestyle, not just a shop.


What makes Son of Stag stand out from the ever saturated denim industry in the impressive stock of exclusive imports of premium denim and a world class range of shoes and boots. Their knowledge is priceless, and the in-house original Union Special chainstitch machines, with vintage threads from the likes of Edwin and Lee, means your jeans can be hemmed the professional way! Literally sex on toast for any denim enthusiast.

The first edition of the Journal features cover star Simon Erl, a local famous tattooist. As well as spotlighting other locals like Ed Mosley and Tom Griffiths, the Journal also features a mega piece on how to shrink-to-fit your denim and a piece from the Experimental Cocktail Club.

Head down to Son of a Stag to pick up the first edition of the Journal, and maybe some new jeans.