House Of Denim Seminar Presentation At Amsterdam Fashion Week Jan 28 2010

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The seminar lecture i gave at the launch of House of Denim at Amsterdam Int\'l Fashion Week on Jan 28th, 2010

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House Of Denim Seminar Presentation At Amsterdam Fashion Week Jan 28 2010

  1. 1. Presentation for HoD Seminar Amsterdam International Fashion Week January 2010 1
  2. 2. HOUSE OF DENIM an initiative to set up a world-class, open platform for Denim, Jeans & Sustainability 2
  3. 3. Right here in AMSTERDAM, The Netherlands 3
  4. 4. Since 2004 the ambition of AIFW Has been to put Amsterdam on the map As a Fashion destination (I was AIFW’s programme director until 2009) 4
  5. 5. Innovation Is great One of our main objectives Was to bridge the gap Between Creatives, Industry & Media This seminar here today (or the fact you are reading this) pretty much proves that we succeeded 5
  6. 6. We did well,... but no cigars just yet. Looking back, there are 3 topics that deserve much more effort: Linking up the industry with specialised denim crafts/skill education Making sustainability a more aspirational and accessible topic for denimheads Leveraging the incredible density of leading denim brands in Amsterdam through cooperation
  7. 7. These ambitions remained ‘filed’ in the back of my mind Until the City of Almere asked my opinion about how the fashion industry could grow here 7
  8. 8. “Something to do with High-quality Denim” I suggested
  9. 9. Something pretty remarkable... “Why not start a high-grade and sustainable denim factory?” It all came together...
  10. 10. Craft, Pride, Tradition Skill, quality and denimwear
  11. 11. So we started research, asking 75 EXPERTS: How are jeans made? Which parts should we do? (How) Is this feasible?
  12. 12. HOW ARE JEANS MADE ? Preparation Spinning Yarn Dyeing 1 Fabric Cutting Sewing & Assembling Weaving Laundry Presentation Treatments Sales Treatment
  13. 13. EVERY JEAN MAKES A JOURNEY ...TO ARRIVE AT $70... (HOW IS THAT POSSIBLE?) 2 NETHERLANDS ITALY TURKEY CHINA INDIA TUNISIA
  14. 14. WATER USAGE IS INSANE... 3 3.326 14
  15. 15. SKILL & KNOWLEDGE ARE UNCONNECTED Amsterdam 4 Groningen Brennels Almere Almelo Hilversum Enschede Den Haag Arnhem Tilburg Eindhoven
  16. 16. Inspriation for House of Denim Textile Museum Paradiso Tichelaar College Hotel
  17. 17. WE PUT THE CONCEPT ONLINE And got feedback from : Farmers Recyclers Magazines Jeans Brands Educaters Students Producers Board Members Experts
  18. 18. HOUSE OF DENIM The Concept consists of 9 elements 1. Co-development of yarns, etc 9. 2. Dutch Sustainable Traditional Denim Store Denim Mill 8. 3. Master World of Denim Atelier Installation 7. 4. Denim Denim Archive College & Gallery 6. 5. Knowledge Centre Blue Lab Denim & Sustainability R&D Facility 18
  19. 19. WHERE DO WE STAND? Concept Development Expert Session House of Denim Seminar Development & Input Business Plan Kick Off ?
  20. 20. WHY? OPEN COLLABORATION TO SOLVE BIG ISSUES STRENGTHEN AMSTERDAM’S POSITION AS A LEADING DENIM CAPITAL RE-SET THE VALUE OF CRAFTSMANSHIP EDUCATION, KNOWLEDGE & INNOVATION
  21. 21. Talk to colleagues & Give us input Join Linked-In : House of Denim 21

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