Expanding from China to the world, by way of Amsterdam
Advance Denim, with headquarters in Guangdong, China, was established in 1987 to develop and produce high-quality, sustainable denim. The company’s expertise and ecological responsibility have made it one of the leading international mills for premium denim fabric, and it is currently forming partnerships with well-known fashion brands worldwide.
“Chinese mills have raised their quality," said Advance Denim’s Sales District Director, Jack Duan. Speaking to the industry site Inside Fashion, he pointed out how this means denim companies need to respond to customer demand faster than ever before. “You always need to have something new,” he said. “We have to run very quickly to meet consumers’ requirements.” And focusing their efforts on denim hotspot Amsterdam is a perfect way of achieving those goals.
Amsterdam as a fashion centre, for denim and more
Amsterdam is home to many coveted international brands, such as Viktor & Rolf, Gsus, and Marlies Dekkers. And when it comes to denim specifically, Amsterdam knows no equal: it has been called “the world capital of jeans,” with global denim innovators G-Star Raw, BlueBlood, and Denham Jeans all based here. And Amsterdam also hosts one of the world’s leading denim events, Amsterdam Denim Days, which is where the Amsterdam Kingpins show takes place. This week-long cultural festival brings together consumers and denim-industry insiders, and includes in-store events, seminars, and fabric exhibitions.