New denim brand Amsterdenim, founded by Ben Fokkema, came with a brilliant idea months ago to make the first tanned denim jeans. Back in the days they did the same with sailing sails to make them more durable. They dipped the sails in a heated big bucket with water and crunched bark from an oak-tree. The sails got a brown tan, this procedure we call tanning. Profession wise it’s a tannery. Normally a cotton sail would last a 1.5 year and a tanned sail will last 20 years. As you probably know the first dungaree was made from sail or tent canvas. This is the connection with the past. Amsterdenim was the first with the tanned denim.

Last Saturday Ben had the great idea to do this tanning procedure at Vif Jeans in Rijssen, one of the first retailers with the Amsterdenim collection. You could bring your own denim to give it a nice tanning. Below some really great photos from the event taken by Dick Ruumpol.

 www.amsterdenim.net

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Written by Wouter
I'm the founder of Long John. Next to running this daily magazine I'm working as a freelance marketing specialist for brands and retail. Specialized in denim.