Introduction of Amsterdenim

Amsterdenim is started on the 24th of October in 2014 by Ben Fokkema. Ben Fokkema worked for many years in the denim industry and was responsible for several success stories. A couple of years ago it was time to create his own denim brand. Now a few years of hard work later Amsterdenim is grown to a total look menswear denim collection. The collection contains t-shirts, sweats, knits, jackets and jeans.

Ben Fokkema – Founder Amsterdenim

The story behind the brand

The brand name, Amsterdenim, shows the strong connection between Amsterdam and denim. The logo of Amsterdam reflects the pointed rooftops of the Amsterdam’s remarkable canal houses. But its also a link to the sails of a boot. Amsterdenim makes the link with the trade history of the Kapital of The Netherlands. To keep the connection with the trade past Amsterdenim is using old brown sails for their hangtags and also the inner pockets have the same old brown colour. These are the brown sails on the boats used for transporting the turf and the materials needed to built houses. Remind that the first dungarees were also made with the same kind of fabric from old sails and tent canvas. As Amsterdenim says in their own words: ”With Amsterdenim we give you the opportunity to buy a piece of Amsterdam.”


Back in the days, sails were tanned 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 is called tanning. Profession wise its a tannery. They tanned the sails because they would last 20 years after a tanning instead of only 1,5 year. So the tanning procedure makes the cotton way much stronger. With this tanning procedure Amsterdenim makes the connection with the past. Its also great to know that Amsterdenim was the first denim brand that tanned denim. Curious how the tanning procedure works, check it in the video here below.

The introduction of Rembrandt jeans

For Fall Winter ’17 Amsterdenim developed a new jeans called Rembrandt. The Rembrandt fit is a loose tapered style made of 14oz selvedge denim. The fabric contains 99% cotton and 1% lycra. The fabric is from the Italian Candiani mill. The Rembrandt jeans has very unique details as a selvage fly and coin pocket, Amsterdenim rivets and buttons and Amsterdenim backpocket stitching ‘Golden Bend’ (The “Gouden Bocht” (Golden Bend) is the most prestigious part of the Herengracht in Amsterdam, between Leidsestraat and Vijzelstraat. In the curve, by the Nieuwe Spiegelstraat, lived Amsterdam’s richest citizens, and so this part of the belt of canals was named ‘The Golden Bend’ in recent history).

The Amsterdenim Rembrandt jeans has a 5 years old look. The particular jeans here below is hand-tanned in Holland by Jani Mendes. This explains the brownish colour on the in- and outside of the jeans. Take a look of the new upcoming Amsterdenim Rembrandt jeans here below.

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.