The Fade Off, a Party at Brund, and Some Black Weirloom Jeans in the Pipeline
I’ve never liked being the centre of attention. That’s surely why I’ve always preferred to stay behind the screen—making denim the subject instead of myself.
It’s the same with birthdays. Mine falls right in the middle of summer, which conveniently gives me an excuse not to host a party—I’m usually fleeing the country with my family to avoid it.
But Denimhunters did turn 15 back in January. And I’ve somehow managed to postpone celebrating that too.
Now, I’m finally doing something about it, in a way that feels natural for Denimhunters (and for me): putting the spotlight on you, the denim you’ve worn, and the community that’s kept this thing going for 15 years.
The Fade Off: A Celebration of Fades
Back in the early days, I did a small fading competition with Meadow. For DH15, I’m bringing that idea back as “The Fade Off.” The name might be a little corny, but I’m keeping it.
There are two ways to enter: You can submit photos of your faded denim on the site, or bring or send your garment to Brund in Copenhagen for an in-store display on November 5. You may enter the same pair both ways.
Online: Submit Your Fades, Put Them to the Vote
To enter the online competition, submit photos of your best-faded denim here.
Jeans, jackets and shirts from any brand are welcome—as long as the garment started raw or one-washed, and the fades came from actual wear. Upload front and back photos, add up to two detail shots if you like, and tell the story behind the fades.
On October 30, submissions will close. The entries will be displayed in a gallery on Denimhunters, where the community will vote for their favourite fades. Voting will close on November 4, and I’ll announce the winners on November 6.
There’ll be prizes too, of course; I’ll reveal those soon.
At Brund: Fade Competition and Anniversary Party
Denimhunters lives online, so it doesn’t have a physical home (unless you count my office). But if there’s anything close to the physical manifestation of the site, it’s Brund.
I’ve worked there for almost as long as I’ve been running the site. So I’m very happy they’ve agreed to host a party on 5 November.
The Fade Off will be part of the event too. You can bring or send your worn jeans to the shop, and we’ll put them on display—with a separate winner for these physical entries. See the competition rules for all the details.
Come by from 17:00—drinks will be served from 17:30. RSVP here.
We’ll also launch my Weirloom x Heimat beanie that evening. It’ll be available to buy at Brund, and I’m planning to put it online before then for those of you who can’t make it to Copenhagen.
Things Worth Your Attention
I’m not the only one who’s got something to celebrate. Three anniversaries, one giveaway, and a year’s worth of fades made the cut for this issue:
Iron & Resin Wardrobe Giveaway – I’ve joined Heddels, Sprezza, and Stridewise for a seven-piece Iron & Resin giveaway worth more than $850; entries close on 26 October.
Long John’s 15th Anniversary – Wouter has marked his 15 years of running Long John with three collaborations, from miniature denim charms to a Wrangler T-shirt, and some limited Red Wing boots.
Franklin & Poe’s 10th Anniversary – The Philadelphia shop celebrates a decade in business on 24 October with a 17 oz. 3sixteen denim collaboration, anniversary tees, and chain stitch embroidery in store.
Self Edge’s 20th Anniversary – 20 collaborations with 20 different brands drop on 30 October—completely bonkers, and exactly the sort of thing only Self Edge could pull off.
Brave Star’s Dye Hard Championship – Nicholas Stevens won Brave Star’s year-long contest in 21.5 oz. Frankenstein denim after the final was decided by a public vote.
Building My Brand: Black WL#2 Launching Soon
I’ve kept this quiet until now, but the production sample landed this week: the WL#2 Slim Fit is coming in black selvedge denim.
Production is already under way. I’m planning to open pre-orders next week, with shipping expected in the second week of November. I still need to photograph the jeans and finish the product page, so I’ll give you the full details next week.
Kingpins last week also left me with plenty of fabrics to think about. One Japanese supplier showed me a selvedge denim I really liked and said stock might be available (though I still need to confirm that).
But I spent most of my time looking at fabrics for shirts I might develop. Here’s a glimpse of what Weirloom SS28 could look like.
From the Archive: Five Brands, So Many Lessons
Back in January, on the actual day of the anniversary, I quietly marked 15 years in the way that comes naturally to me: by writing about five brands, and what wearing their jeans taught me over the years.
My Nudies blew out at the knees after five months without washing, which did plenty to shake my faith in the six-month rule. Indigofera changed my mind about making premium jeans in Portugal. Two of the countless lessons that would eventually shape Weirloom.
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