One of the coolest denim spots just opened their doors in Amsterdam. During the Amsterdam Denim Days Denim City did their official kick-off. Denim City is an initiative from House of Denim and their partners. They created the ultimate blue city. Denim City is a center for craftsmanship and innovation in the denim industry. It was founded to connect and inspire denim lovers and stakeholders, on their journey towards a cleaner and smarter industry: towards a brighter blue. Denim City is something progressive, special and unique, but above something really cool. Denim City makes the heart beat faster of every denim head. But what is Denim City exactly? Check it out below!

blue denim city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (5)

Like its logo Denim City consits five elements: the first element is a Denim Workshop. The Denim Workshop is a fully-equipped production facility, featuring an extensive fabric archive of over 50 denims, cutting tables, pattern cutting tables and ‘Global’ brand sewing machines: exactly the type of opportunity the industry needs to train a new generation of bright blue talent.

blue denim city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (1)

The second element is the Denim Institute. The Denim Institute is co-founded with industry expert Adriana Galijasevic, the Denim Institute will collect, develop and share knowledge with, from and among stakeholders. The institute consists of an industry-academia-NGO knowledge network, a network office, study space and an archive.

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (9)

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (8)

Red Light Denim is an original Amsterdam denim blend woven from 18% denim worn and recollected in Amsterdam.

Element number three is the Blue Lab. The Blue Lab will offer opportunities to train craftspeople and educate professionals; to test and improve new technologies & solutions; to bring ideas to trial. The Blue Lab facility was initiated by Turkish industry visionary entrepreneur Mr Fuat Gozacan in close collaboration with House of Denim, Jean School and the City of Amsterdam.

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (10)

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (3)

The next element is Emabssy. Just like a real Embassy, it serves as a platform for (denim) diplomacy, networking, enterprise, and exchange. The Embassy consists of a showroom/meeting room for sales appointments and meetings, temporary offices and seats to meet.

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (4)

Co-founders Demin City James Veenhoff and Mariette Hoitnink (House of Denim)

The last, but certainly not least, element is Jean School. Education is one of the primary pillars of this initiative. Jean School was established together with ROCvA in 2012 as a full-time, 3 year, MBO4 accredited course. The first class of students is set to graduate in the summer of 2015.

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (5)

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (2)

blue denim city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (3)

The official opening of Denim City by the mayor of Amsterdam, Eberhard van der Laan.

blue denim city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (4)

blue city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (7)

blue denim city long john amsterdam james veenhoff mariette hoitink jean school htnk amsterdam denim blue lab opening 2015 april selvage selvedge handmade production archive fabric (2)

Denim City is located at Hannie Dankbaar Passage 33 in Amsterdam. If you’re in the neighborhood, check it out for yourself! Congrats Denim City crew with the official opening!

(most pictures by Team Peter Stigter)

http://denimcity.org & www.houseofdenim.org

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Written by Wouter
I'm the founder of Long John. Next to running this daily magazine I'm working as a freelance marketing specialist for brands and retail. Specialized in denim.