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The Story Behind Square One Denim

During the Covid-19 lockdown in March, April, and May Maarten Wentholt and Jos van den Hoogen were making face masks at Denim City in Amsterdam to contribute to our society. And also to do something meaningful. They came together two, three times a week to produce these masks for ‘Stichting The Regenboog’ which focuses on care for the homeless and youth.

While being at work to produce these masks they brainstormed about the documentary from trendwatcher Lidewij Edelkoort, and how to contribute to a better planet, sustainable fashion industry, and so on.

Soon, the concept for Square One Denim to focus on these elements was born. And after pitching it to Jean School they were immediately enthusiastic too. Especially because the students from this unique denim education couldn’t get any internship due Covid-19. So, they decided to partner up and make Square One Denim happen.

The outcome is the first capsule, Overgrown by Square One Denim, consisting of one Parka jacket.

For this project, they chose three Dry Indigo fabric qualities from Tejidos Royo. Dry Indigo technology is the most sustainable indigo dyeing process in the world and was the winner in the category ‘Best use of technology for good’ at The Drapers Sustainable Fashion Awards 2020. All the sustainable trims are from APxpress.

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The Overgrown Concept

Overgrown is based on the concept philosophy of a world where nature takes over from human civilization, as in an overgrown natural habitat. The focus is on nature and eco-systems. The farfetched concept showcases the impact of the current fashion industry on our world today and how to reset towards a more circular way of working with respect for nature and all life on this planet and each other.

The designers/students who worked on this are; Enzo Faber, Luna van Kessel, Bibi Boissevain, Rens de Vreeze, and Lode van Veen. They’re mentored by Maarten Wentholt, Jos van den Hoogen, and Jani Kaila.

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About Denim City

Denim City in Amsterdam is a denim education campus consisting of Denim R&D Lab, Jeanschool International, and Denim Academy. They connect various stakeholders in the denim industry for concrete solutions for a smarter and more sustainable denim industry.

At Denim City they have been educating 2.000 denim heads, fashion students, designers, and developers as well as other denim industry specialists and journalists and media for 5 years. Their courses have been joined by participants from major global brands and retailers, international fashion institutes, denim industry suppliers, and mills. In Amsterdam, they are closely partnered with Jean School and host the International Jean School.

In their denim laundry facilities, they use sustainable laser and ozone technologies by Jeanologia. They provide the most advanced laser and eco-technologies for fabric and garment finishing.

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Glue Amsterdam Design Festival

The kick-off of the brand will be this upcoming Friday during Glue Amsterdam Design Festival. They will launch a denim project Overgrown by Square One Denim and introduce a series of installations and presentations including the use of Dry Indigo and Ozone Technology. They will also demonstrate the use of a laser.

The design project showcases students’ original design inspiration based on the philosophy of resetting the denim industry, including circular and slow fashion, recycling, and waste.

It will kick-off this Friday, and will run till Sunday the 20th of September. There’s an opening with drinks today from 17.00 to 19.00 at Denim City in Amsterdam.

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Denim City Amsterdam
Hannie Dankbaarpassage 22
1053 RT Amsterdam (De Hallen A’dam West)

Follow the project here on Instagram: www.instagram.com/squareone.denim

Showcase your brand or product on Long John to reach your target audience, read more about it here, or send an email for the possibilities: wouter@long-john.nl

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.