This blog post and Denimhunters video production is sponsored by Munich Fabric Start’s Bluezone. Get the latest news from the show and register for the next edition here.


Meet the Person: Thomas Stege Bojer from Denimhunters

In 2011, an online denim movement took place. It was the birth of platforms such as Heddels, Denimhunters and my own, Long John. We all started the same year sharing our blue love.

After a five years of running the Denimhunters blog successfully, Thomas partnered up with publisher Gestalten to create a true denim bible: Blue BloodedBlue Blooded is the perfect handbook for everyone that wants to know more about denim. It highlights all the steps from a pair of jeans; from cotton plant, spinning, weaving, to producing a pair of jeans. Even the coolest denim brands are included.

A year later, Thomas decided to take a revolutionary step with his platform. He wanted to educate people more with his vast knowledge, which he had acquired over the years. He launched Denimhunters Academy, a denim e-learning platform loaded with a lot of educational denim videos. You can read more about his new direction here.


thomas stege bojer

Pics by Brian Engblad.

How To Sell Jeans Course

I met Thomas years ago during one of the Bread & Butter trade shows in Berlin. It was at an after party at the DC4 store. While talking about our shared denim passion and drinking a beer (or two), our friendship kicked-off. From that period, we saw each other on each show or other denim events.

Last year, we were both at a denim gathering at the Nudie jeans store opening in Amsterdam. After a few beers, we came up with the idea to partner up to create a new course called ‘How to sell jeans’.

The idea for the course came from the fact that we heard from a lot of retailers and brands that they’re in need to educate themselves and their staff with more denim knowledge. We started to work on the concept and content of the course. The course will soon be fully launched.

The Story of Thomas

A few weeks ago, we were at Bluezone Munich, which is a denim fabric trade show and part of Munich Fabric Start, to make some video interviews from the coolest people within the denim industry.

We decided to interview each other too as a sort of kick-off of the series. In the interview with Thomas, he talks about how he entered the industry, why and how he started Denimhunters, why he visits trade shows, the community, and so on. Sit back and relax and watch the inspiring denim story of Thomas Stege Bojer, a true dedicated and knowledgeable denim warrior.

Watch the story of Thomas Stege Bojer, Denimhunters, here;

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.