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Presentation for HoD SeminarAmsterdam International Fashion Week
January 2010
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HOUSE OF DENIM an initiative to set up a world-class, open platform
for Denim, Jeans & Sustainability
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Right here in AMSTERDAM, The Netherlands
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Since 2004 the ambition of AIFWHas been to put Amsterdam on the mapAs a Fashion destination(I was AIFW’s programme director until 2009)
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Innovation Is great
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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
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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
We did well,... but no cigars just yet.Looking back, there are 3 topics that deserve much more effort:
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These ambitions remained ‘filed’ in the back of my mindUntil the City of Almere asked my opinion
about how the fashion industry could grow here
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“Something to do withHigh-quality Denim”
I suggested
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Something pretty remarkable...“Why not start a high-grade and sustainable denim factory?”
It all came together...
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Craft, Pride, TraditionSkill, quality and denimwear
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How are jeans made?
(How) Is this feasible?
Which parts should we do?
So we started research, asking
75 EXPERTS:
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HOW ARE JEANS MADE ?
Preparation Spinning Dyeing
Weaving
Cutting
Sewing & Assembling
Treatments
Laundry Presentation
Sales
Yarn
Fabric
Treatment
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EVERY JEAN MAKES A JOURNEY 2...TO ARRIVE AT $70... (HOW IS THAT POSSIBLE?)
TUNISIA
ITALY
TURKEY
INDIA
NETHERLANDS
CHINA
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3.326
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3WATER USAGE IS INSANE...
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Arnhem
Brennels
Enschede
Eindhoven
Almelo
Amsterdam
Almere
Tilburg
Hilversum
Den Haag
Groningen
SKILL & KNOWLEDGE ARE UNCONNECTED 4
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Inspriation for House of Denim
Textile Museum Paradiso
Tichelaar College Hotel
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WE PUT THE CONCEPT ONLINEAnd got feedback from :
FarmersRecyclers
MagazinesJeans Brands
EducatersStudentsProducers
Board MembersExperts
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1. Co-development
of yarns, etc2.
Traditional Denim Mill
3. World of Denim
Installation
4. Denim Archive
& Gallery
5. Blue Lab
R&D Facility
6. Knowledge Centre
Denim & Sustainability
7. Denim College
8. MasterAtelier
9. Dutch Sustainable
Denim Store
HOUSE OF DENIM The Concept consists of 9 elements
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WHERE DO WE STAND?
Concept DevelopmentExpert Session
House of Denim Seminar
Development & InputBusiness Plan
Kick Off ?
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WHY?
OPEN COLLABORATION TO SOLVE BIG ISSUES
STRENGTHEN AMSTERDAM’S POSITIONAS A LEADING DENIM CAPITAL
RE-SET THE VALUE OF CRAFTSMANSHIP
EDUCATION, KNOWLEDGE & INNOVATION
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Talk to colleagues & Give us inputJoin Linked-In : House of Denim