Ben Fokkema, the founder of Amsterdenim, is always doing cool and original things to get attention for his denim brand. The authentic tanning process, which is very old and famous of the sailing sails back in the days, is such an unique thing. He had the idea to make the first tanned denim jeans. He’s doing this special event with his retailers. This time on the legendary PC. Hooftstraat in Amsterdam. Such an event is really uncommon, especially in this high-end street. Check it out for yourself and watch how a denim got tanned. The video is shot by talented Tim Collins. Till soon Ben!