Indigo is the new Denim

Blue is the new green and Indigo the new denim.

Hipters, bears, beers and Canadian toxito’s all-over …. During the first edition of the Amsterdam Denim day’s the Zuiveringshal at the Westergasfabriek turned into indigo blue. Denim lovers could indulge themselves with Indigo, DIY handcraft workshops, classical music and vintage jeans hunts. Upcoming talents like Tulp jeans, Indigo People, Toile the China and Bobby Gerrits presented their refreshing denim related designs.

I visited the blueprint fair and the seminar: Towards a brighter blue.

James Veenhoff change agent and founder of House of denim hosted the cotton experts Andrew Olah, Patrick Laine and Liesl Truscott and denim guru’s: Adriano Goldschmied, Alex Penades of Jeanologia, Sedef Uncu Ak of Bossa and Ugur Yilmaz of FG Group. They shared their vision and approach how to change the pretty dirty but booming (50 billion) denim industry towards a more sustainable and conscious production and supply chain.

We all know that the sustainability issues are complex and contain many different aspects. Although, if we work together on a smarter production, cleaner technics and a dryer finishing process we can make real impact and make organic cotton and sustainable denim more accessible for the mainstream.

Leading denim labels showed how we can make a difference. Denham, Nudie jeans, Pepe jeans Lonon, Kings of Indigo, Gstar Raw showcased new experiments with recycled denim, new materials and natural dyes. Woolmark Company presented wool denim. G-star presented a Raw for the Ocean: a denim blend with recycled plastic bottles founded in the plastic soup of our oceans.

Happy to see that the green movement is moving forward to a blue economy!

Photo credits: Helene Vogelaar Urban Fair

  • Natural indigo workshop at Kings Of Indigo
  • Repair your Jeans by House of denim and AMFI
  • House of Denim and AFMI jeans repair lab.
  • Tattoot deers of Bobbie Green
  • Sashiko jeans repair Workshop, Textielfabrique
  • Indigo People
  • Toile the China
  • Tattoot Deers by Bobby Gerrits