A few weeks ago I curated the ‘Blue Archives’ denim expo at the Dutch fashion fair Modefabriek in Amsterdam. The organisation of the fair asked me if I could select some of the best items from the Swiss Jeansmuseum, which is owned by Ruedi Karrer. Ruedi is really a great guy, every time I met him during the fairs in Berlin, we always have a nice chat, mostly about denim. He’s also one of the most passionated guys in the industry as it comes to the fading process of denim. Collecting more than 35 years his collection contains over 12.000 items! Especially the green cast items are his personal favourites. For this expo I selected items from the past (Big 3), Levi’s Big E, Lee (Storm) Rider and Wrangler Blue Bell, but also newer brands (New Ones) to show the influences from back in the days. The items were displayed in really nice wooden frames which made them a piece of art. For every item I made a short text to give the people some info about the details, the history and the great stories behind every spot or damage. The total line up was 20 meters, which was quite impressive, and it was the first time that these items were shown in Holland.

It was really a nice project to work on, so Modefabriek you can count me in for next edition! Below an impression of the expo. Enjoy!

Ruedi Karrer (Owner Swiss Jeansmuseum)


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.