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!

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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.