With 102,000 square metres of manufacturing space, a weekly cotton consumption of 1.1 million kilos of raw cotton, and a production capacity of 2.3 million square metres of denim each week, the Mount Vernon Mills denim plant in Trion, Georgia is one of the largest manufacturers of denim in North America. Watch the short documentary presented by Americana Classic Vintage of Stockholm here.
Earlier this week I met this guy who dropped by Brund to get some care products for this Red Wing 2918. He had been wearing this Wrangler denim jacket for about 10 years and the result is amazing. It has probably been washed dozens of times.
Over the past couple of seasons, the core Wrangler programme has moved into the spotlight with the introduction of premium fabrics and classic designs otherwise reserved for the Blue Bell brand. For the spring of 2013, Wrangler makes the invention of the broken twill denim, one company’s biggest achievements, the star of the show and presents it in a wide variety of contemporary cuts and washes. Developed by John Neil Walker as a way to combat the twisting effect characteristic of regular twill denim, which at the time considered a fault, the new denim was first used by Wrangler in 1964. Looking to get that original workwear feeling, we took some of the products to the old industrial harbour of Copenhagen to do a report of the collection.
The essence of dry denim is wearing it in yourself. Sadly enough, even the highest quality denims will eventually rip – especially if you wear them dry for a long time. In a short video just released, one of the Nudie Jeans guys demonstrates how to repair the small holes you sometimes get in worn in jeans. Master this skill and you will radically prolong the life of your favorite pair.
Wrangler has launched its new seasonal website. At wrangler-europe.com you’ll find a short movie showcasing the Keep True collection for fall/winter 2012, which features iconic designs and details from Wrangler’s rich history, blended with modern innovation. Watch it below.
Denimhunters is seriously branching out. Readers from all over the world are sharing our passion for denim. Our international appeal has also reached like-minded denim loving businesses that wants to support what we’re doing. It is my pleasure to introduce our supporter of the month of July 2012, Oldboy Trading Co., a collective of vintage clothing merchants from Thailand that sell rare and amazingly gorgeous vintage denim online. Read the story and background of the company below and visit the webshop here.
Summing up the “Explore the Wonders and Mysteries of Denim“-event in Illum the weekend of the 26th-28th of April can be done in one word: experience; and it seemed we really created some attention about it all. But this was only the beginning. Throughout the rest of 2012 Denimhunters and Samsøe & Samsøe will be hosting more events in the 3rd floor jeans shop, which will eventually lead up to a huge celebration of denim and the good life!
It usually takes more than a no-rain-guarantee to lure hardcore denim hunters into department stores like Illum. It’s undoubtedly rather expensive to have one of the best locations in the country, and as a result focus is often on quantity rather than quality. What it often comes down to is how many jeans you can get over the counter and nothing more than that. But there is another way. In Samsøe & Samsøe’s shop at the 3rd floor in Illum they try to do it differently.
Studying marketing I’ve often come across the concept of co-branding; when two brands form some sort of alliance to work together, which creates marketing synergy. But I’ve never had the opportunity to try it out myself, until now. I’m very proud to announce Denimhunters’ first event collaboration with one of Denmark’s leading commercial fashion retailers, Samsøe & Samsøe. Together with six of the mainstay denim suppliers, Denimhunters and Samsøe & Samsøe will host a three-day event in the denim-concept-shop on Illum’s 3rd floor. The event will take place Thursday through Saturday next weekend, join it on Facebook here.
This is the story of Andreas, he’s 18 years old and lives in Malmö where he attends Bryggeriets skateboarding college. He has been skating for 6 years. His Wrangler BEN jeans have got a lot of beatings when he skated in them almost everyday last summer in Fælledparken. They have only been washed once during the seven months Andreas has been wearing them.
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