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)
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
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
Making sustainability a more aspirational and
accessible topic for denimheads
Leveraging the incredible density of leading denim
brands in Amsterdam through cooperation
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
“Something to do with
Something pretty remarkable...
“Why not start a high-grade
and sustainable denim factory?”
It all came together...
Craft, Pride, Tradition
Skill, quality and denimwear
So we started research, asking
How are jeans made?
Which parts should we do?
(How) Is this feasible?
HOW ARE JEANS MADE ?
Sewing & Assembling Weaving
EVERY JEAN MAKES A JOURNEY
...TO ARRIVE AT $70... (HOW IS THAT POSSIBLE?) 2
SKILL & KNOWLEDGE ARE UNCONNECTED
Inspriation for House of Denim
Textile Museum Paradiso
Tichelaar College Hotel
WE PUT THE CONCEPT ONLINE
And got feedback from :
HOUSE OF DENIM
The Concept consists of 9 elements
of yarns, etc
Dutch Sustainable Traditional
Denim Store Denim Mill
Master World of Denim
Denim Denim Archive
College & Gallery
Knowledge Centre Blue Lab
Denim & Sustainability R&D Facility
WHERE DO WE STAND?
House of Denim Seminar
Development & Input
Kick Off ?
OPEN COLLABORATION TO SOLVE BIG ISSUES
STRENGTHEN AMSTERDAM’S POSITION
AS A LEADING DENIM CAPITAL
RE-SET THE VALUE OF CRAFTSMANSHIP
EDUCATION, KNOWLEDGE & INNOVATION
Talk to colleagues & Give us input
Join Linked-In : House of Denim