Michael's APC New Standard
These APC New Standards belong to Sir Michael. Michael is one of our models, and his jeans are living proof that even our models are rugged. Keep your eye on our editorial page for pictures of Michael wearing his APCs and Going To Battle Momotaro.

Bradbury Coffee has been the official coffee house of Context since they opened in 2008. Owners Josh and Jill Makoutz are as passionate about coffee and espresso as Sam and I are about fit and fabric. We asked Josh, Jill, Megan and Jon to let us shoot their jeans.

Jon Nodler

These APC jeans belong to barista Jon Nodler. Jon has done an exceptional job of coating his jeans with espresso crema. Jon is also responsible for Context Beer. Jon washed these and brought them to the shoot. The coffee oils stained the fabric.

Jill Makoutz

We donated these Nudie Tight Long Johns to the cause. Running a business and mothering little Ruby can certainly take a lot out of your jeans. These have yet to be washed. Nice work Jill.

Josh Makoutz

These APC Rescues have yet to see the washer. These are highly caffinated pants. Josh is a true master of the Synesso machine.

Megan Freund


Megan's Dry Nudie Thin Finns have been worn daily for 7 months and have had a wash. Megan's jeans have an amazing amount of fade for just 7 months of wear. Sick honeycombs.

These Momotaro Going to Battle belong to Context shopkeeper, William Howe. They only have 2.5 months of wear, but you can see the Japanese war paint chipping off the back pocket. Momotaro is the latest addition to the Context denim lineup. Stay tuned for Ryan and Sam's Momotaros after the fade.

Ryan's 003 Basic Straight Indigo were originally worn by Sam. Ryan inherited Sam's Somets after Sam logged 4 hard months of wear in them. They now have around 10 months of wear and one cold soak.

These Somet 008 Skinny Low Rise belong to Sir William Howe, the Oracle. William has worn these daily for about 5 months and has not washed them. He was soaked to the bone in a Wisconsin summer thunderstorm on his way to Context while wearing these. They have received repair work at the Context Denim Repair shop. Check out the inner thigh darts. One amazing looking pair of jeans.