We’re pretty sure there’s no other country in the world where denim is so mainstream than in The Netherlands. The Dutch wear their denim both to a festival and the office.

Amsterdam is the proclaimed denim capital of Europe and therefor the perfect stage for the Amsterdam Denim Days. We visited the third edition of the Main Event Blueprint and got treated to some indigo goodness.

The Main Event Blueprint is a two-day denim event at the historical industrial site of the Westergasfabriek. It hosts the best denim brands, like G-Star, Scotch & Soda, Lee and Levi’s, but also smaller brands, ateliers and artisans like Benzak Denim Developers, Deadstock Resurrection, denim.lab and LEBL. It’s an event for denim purists and casual denim enthusiasts alike, with interesting seminars, expos and vintage treasure hunting.

Denim Heads and industry professionals from all over the world visit the Amsterdam Denim Days to share their knowledge and talk passionately about the blue stuff that unite all the visitors. During our two-day visit we noticed some remarkable trends, the biggest of which is customising your denim by adding patches, striking colours or readjusting the pockets. Another popular trend that we witnessed during Blueprint is laser printing denim by using an advanced laser technique. An alternative for pre-washing denim to give it a worn in look.

It’s truly inspirational to meet and talk to designers, suppliers and craftsmen who share the passion for well made, durable products. Be it denim, leather or any other fabric or product. The denim world is a unique community of which we’re gladly a part.

Share your denim wearing progress with us on Instagram by tagging us (@pandco) and using the tag #denimjourney.


Post and Photography by Jason van Pul