Amsterdam’s House of Denim Foundation took the initiative in setting up this hub for the jeans industry – complete with archive, workshop and embassy – and is supported by the Amsterdam Economic Board.

Capital of denim

The Denim City Headquarters aims to connect and inspire players within the denim industry. The House of Denim Foundation is also responsible for the world’s first dedicated Jean School: a three-year curriculum to train the next generation of denim developers and designers. With the highest density of denim companies in the world, Amsterdam is the most logical place to establish an institute like the Denim City Headquarters, showing that the denim industry in Amsterdam is set for a bright blue future. From 7 to 11 May 2014, the first Denim Days will take place in Amsterdam. During this multi-day event the first edition of the boutique denim trade show Kingpins will take place at the Westergasfabriek in Amsterdam.

Fashion hub and logistics gateway

Amsterdam is already a renowned fashion hub. In particular, there is a thriving denim industry here. The G-Star denim label began its worldwide expansion here, as did Gsus and G+N. Kuyichi, the first organic jeans brand, also started in the Netherlands. Even more established brands, such as Levi’s and Diesel, have recognised Amsterdam’s pivotal position in the denim market and have relocated their design studios here. American lifestyle brand Tommy Hilfiger has also moved its head office from New York to Amsterdam.