Everyday Denim cloth back in stock

Monday, December 31st 2018
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On the Permanent Style shop we're gradually moving more things into constant stock, as the size of the audience supports it.

One of the things that had been unavailable for a while was the Everyday Denim fabric, an exclusive fade-as-you-wear denim made for us by Albini in Italy.

It is back in stock now - 160 lengths of 2 metres each - designed to be bought and sent to a shirtmaker, wherever they may be.

Shop page here.

Everyday Denim has been one of the more popular things on the PS shop since it was set up, partly because it is exclusive and partly - I think - because it is so practical.

Bespoke yet casual, fine yet quickly worn in, it brings tailoring effortlessly into a modern wardrobe.

I have two shirts in it, a tall-collared spread and a button-down, both from Luca Avitabile in Naples, and they have become my default - with oxfords only succeeding to that position with jeans.

The spread collar is pictured top, under a Huntsman tweed jacket, and the button-down below, under a Disguisery tweed.

Of course, since the introduction of Everyday Denim we have also introduced a lighter-coloured version as well, intended to be much more similar to a standard business-shirt blue.

I have both and do like playing with them in different combinations - often the Everyday Denim with stronger, warmer colours and the Lighter Denim with colder, smarter ones.

The former looks more like a standard denim shirt, while the latter will look like a standard corporate poplin until close up.

The Lighter Denim is also the only one I'd ever with jeans in a double-denim scenario (and that separated by something else in between, such as a shetland crewneck).

Below is a shot that shows the two alongside each other. Both are available on the shop.

For those new to Everyday Denim, below is a summary of the story so far.

Do please be aware, as well, that Albini has a similar-looking denim as part of their Victoria range, but this was the replacement for ours and does not fade in the same way.

  • 'Everyday Denim' is so-called because it can be made into a denim shirt a modern man can wear every day, in all but the most formal office environments.
  • It uses a shirting from Albiate (part of the Albini group) that is exclusive to Permanent Style. This is a re-weaving of a cloth that was discontinued by Albini because it faded over time, and was disliked by mainstream customers.
  • I liked that fading effect because it meant a shirt could be made bespoke, yet still gain the faded look of a garment-washed ready-to-wear denim shirt. This is otherwise not possible with denim.
  • The cloth is a cotton twill, using 60/2 yarn in the warp and 120/2 in the weft. Being 2-ply is significant with denim, as most brands use cheap, single-ply yarn for denims - but 2-ply softens and wears better.
  • Everyday Denim is sold in 2m lengths that should be sufficient for most men (up to around 6 foot 4) to have made into a bespoke shirt.
  • Finished shirts in the cloth are also available, but currently out of stock. These should be back in a month or so.
  • If you would like the fabric sent straight to a shirtmaker, just put their address for the delivery when making an order, and alert them that it will be coming.

Photography: Jamie Ferguson


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Who made the grey wool flannels you’re wearing with the Huntsman jacket?


Will there be restocks of the made up shirts?


“Simon liked that fading effect”. Since when did you start either referring to yourself in the 3rd person or getting other people to write PS articles?


Simon i’m Sure it is beautifully made, but that Huntsman jacket really does need to find its way to the nearest charity shop.

Even as a shooting suit, it is still just too much.


No one would ever dare show up to a shoot in this jacket…

Mark S

Hi Simon,

I have only just come upon this website after I found an article you wrote on shawl collar cardigans on the Drake’s website. I am going to purchase one on the back of your article. However, I’m looking for advice on sizing before I buy it. I am a size 36R in suits, 5ft 10 in height. What size would you recommend? 36, 38 or 40. I am unsure if they run small or large.



Simon, you mention wearing one of these as “double denim” with a “Shetland crew neck” but why not a Smedley fine gauge crew neck out of interest?


What do you think about suits made out of a descreet herringbone pattern cloth?


if combining it with a dark green chino suit for example, do you think it is better to go for a dark or lighter denim shirt?


Hello Simon and readers,

I hope you’re all having a good start to the new year.

Could I have your opinion/recommendation as to who you think is the overall best shirt maker in London at the moment?

Many thanks



I just assumed you were going to choose someone English as I mentioned London. I know very little regarding the differences between English and Italian makers. Correct me if I’m wrong but I though the main difference really is that Italian shirts tend to have more hand sewing rather than machine sewing which makes the joints move more freely. I have one Luigi Borelli shirt RTW and it’s lovely.

I also don’t speak Italian and didn’t think there were any Italian shirtmakers in England?


Thanks Simon, I will check them out, I want full bespoke but at a good price. I don’t mean full bespoke at £100 a shirt but at I had contacted Battistoni when they were here last and they started at €450 which I thought was too much.

With regards to mainly using the Italians, who have you been happiest with?

If you were going to use an English maker, who would you use?


Thanks Simon,

I really appreciate your thoughts.