Amsterdenim is a new denim brand developed by Ben Fokkema who is involved in the denim industry for many years. The brand refers to denim and the denim Capital of the world: Amsterdam. These two matches so good that the name was born naturally. The first delivery will be in November.

To kick-off the brand Ben decided to do a great project called: The First Tanned Denim. As we all know you have to protect yourself against the sun, but we also like to have a nice tan. Through the years we always searching to stay healthier and live longer. You have to protect yourself against bad influences, not only for ourselves, but also for the things to make it last longer.

A good example are the brown sailing sails from the old days. To make these sails 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 we call tanning. Profession wise it’s a tannery. Normally a cotton sail would last a 1.5 year and a tanned sail will last 20 years.

As you probably know the first dungaree was made from sail or tent canvas. This is the connection with the past. Amsterdenim is the first with the tanned denim. Great project for the kick-off of Amsterdenim. Good luck Ben with your new adventure!. Check the pics below to see the tanning process.

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.