Amsterdenim

By Glenn Fennema

A few weeks ago I was scrolling through the wonderful world of Instagram and I saw something which intrigued me.It was a picture of a new denim label, called Amsterdenim.From that point I have been seeking and put in some research. And the result was there; a website and little bit more information. I had some contact through mail and last Monday I finally had some phone contact with it’s founder Ben Fokkema.
Ben, a former employee of Lee Jeans and Scotch&Soda, is full of passion. Working with passion, feeling and with his heart, Ben is trying to get to positive things from people and his work.At Scotch&Soda he was one of the persons who put it’s own philosophy in the jeans department. Despite a rough start the jeans department went to be a success. From that point Ben decide to put a plan to work and release hit own label. He was using the name Amsterdenim already since 2007. So it was a easy 1-2-3 to use this as his label name.

At this moment the intention is to release Amsterdenim  next year February/March. So you can find it around July/August 2013 in stores. The first collection will consist of 1 denim jacket, 2 shirt and 3 jeans. The 3 jeans will all be having a different fit.
After this the plan is to change the washings on the jeans, but the fit will be the same. So if you ever need a new pair of jeans, you know exactly which one you need. The jeans will have a clean but raw look. So you can wear it casually but also dressed.

Ben told me that he has visited a good amount of stores. The majority of the stores were enthousiastic with the samples they have seen. I can't tell you the names of the stores which will be selling Amsterdenim. But I can tell you for certain that the shops, which Ben mentioned me, are top of the class. Amsterdenim will first only be sold in The Netherlands. But there are some plans to go to other countries. But when is not certain yet.

The last thing I want to share with you guys are some interesting facts.Ben tried to connect the history of Amsterdam with the modern jeans. To keep the connection with the past, they will used the old brown sails for the hangtags and the inner pocket will have the same old brown collar. The recognizable details, are the dark blue-yarn, used for the stitching, the wooden-buttons and it’s logo. The logo of Amsterdenim is reflected in the pointed roofs, the 3 crosses, bridges, canals, the centre, the name.

Amsterdenim is Amsterdam. Amsterdam, denim capital of the world. They give you the opportunity to buy a piece of history and a piece of Amsterdam.

Different Dimensions.

By Boris de Bruijn

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