Denim is more than just jeans

Never ending love for jeans

The Dutch are real jeans wearers; we wear them for every occasion. Unlike other countries, we even wear them to work. It’s no surprise then that Amsterdam is the home base for a number of major jeans brands.

Jos van der Hoogen: master tailor

We spoke to Jos van der Hoogen, master tailor and workshop manager at Denim City in Amsterdam. Jos owns around 500 pairs of jeans.

He has never thrown one away. He has a never-ending love for jeans and is dedicated to working on a sustainable future for his craft.

Master Tailor Jos van der Hoogen at the Denim Cottage at Qurios Zandvoort

"Denim City is focused on sustainability. This is vital because the manufacture of jeans is currently not sustainable."

The Sustainable Revolution

“Denim City is focused on sustainability. This is vital because the manufacture of jeans is currently not sustainable. Almost 8,000 litres of water are needed to make and colour just one ordinary pair of jeans. That’s way too much.

We can change this by using old jeans as the basis for new fabric. The synthetic material that is used in the fabric can be manufactured from recycled plastic bottles from the ocean. In this way, we can reduce water consumption to 700 litres. That’s a huge difference!

A lot of chemicals and up to 25,000 litres of water are used in the production of every pair of some lighter coloured jeans. We no longer use chemicals to wash the colour out of our jeans, we laser it out! We also wash our jeans with ozone, which means we use no more than a cup of water to make a pair of jeans. That’s a real revolution in the denim industry.

But we’re not there yet. We’re doing this on a very small scale and we naturally want the entire fashion industry to adopt this way of working. We still have a long way to go, but we are going to achieve our goal. In 15 years, the denim industry will be 80% dry.”

Studenten aan het werk bij Denim City

Denim at Qurios

“The trainees at Denim City have created beautiful works of art for Qurios. You can see them in the brasserie, but we have also devoted a complete cottage to the theme of denim. The students were invited to do their best and they certainly did just that. I’m very proud of them. ”

Visit Denim City

Why not visit Denim City in the Foodhallen in Amsterdam West? You can see everything here; the fabrics, the factory, the laundry and the shop.”