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Denim City, Amsterdam

Towards a Brighter Blue

Making denim production dryer, cleaner and smarter

Zoe Schoon

I shouldn’t really have been surprised when I stumbled across Denim City, part of the fabulous De Hallen Food Hall in Amsterdam.  Having an “Innovation Campus” designed to progress the denim industry to make it cleaner and more sustainable, whilst offering a tailor service to passers-by, and training to all the industry’s movers and shakers really isn’t out of place in one of the world’s coolest cities! 

Founded by the House of Denim in 2009, Denim City’s physical iteration opened in 2015 with a mission to make denim dryer, cleaner and smarter through education, advocacy and collaboration projects.

It comprises;  the Denim City Workshop, offering tailoring to passers-by and limited production runs to small fashion labels; the Denim City Academy; a knowledge and training centre for professionals; the Denim City Archive, a great collection of jeans from history; the Denim City Lab, a facility for sustainable development and research; and finally Jeans School where young, creative and driven people can come and learn the craftsmanship of denim design and development. 

The Denim City Archive is particularly cool, as its a tribute to Levi Strauss & co, consisting of five hundred and one denim garments (still growing).

It includes vintage garments from industry legends such as Adriano Goldschmied, Karl Lagerfeld, Tommy Hilfiger, Jason Denham, and Francios Girbaud.

But if like me, you’d love to be creative but just don’t have the time, there’s the Denim City Store on hand with the most amazing selection of jeans, so you can treat yourself in the usual manner.  Take your pick from 20 different brands including Eat Dust, Facon Jacmin, G-Star, Kings of Indigo, Lee, Levi’s, Nudie Jeans and Pepe Jeans, plus many more.

I can’t think why I’d go anywhere else for my jeans ever again!