Amsterdam, the denim capital

The Amsterdam Denim Days, a new initiative from House of Denim, a platform for creativity and innovation within the industry, will provide an opportunity for denim brands, producers, consumers, press and designers to celebrate all things indigo. The inaugural Denim Days will take place from 7 to 11 May. In addition to hosting the Kingpins trade show, Amsterdam Denim Days will also feature a public ‘downtown’ programme, exploring the key themes of innovation and sustainability.

“It is not only a huge honour, but it allows us to pool our collective passion for denim and reach the denim industry on a scale that I’ve never seen before,” notes Andrew Olah, Kingpins’ founder, in a statement.

Fashion hub and logistics gateway

Amsterdam is already a renowned fashion hub. In particular, there is a thriving denim industry here, with the city having one of the highest densities of denim companies in the world. 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.

“Partnering with Kingpins is a great opportunity to connect all of House of Denim’s projects, including Jean School, to the international denim fraternity,” said Mariette Hoitink, owner, founder and managing director of HTNK, Amsterdam’s top fashion recruitment and consultancy firm, and chairwoman of House of Denim. “We look forward to welcoming Kingpins and all their guests to our city to share and inspire."