Lennaert Nijgh Tells the Story of Benzak Denim Developers

Lesson 1 in the Video Course About Benzak Denim Developers

I’ve known Lennaert Nijgh ever since he launched the first crowdfunding campaign for his brand, Benzak Denim Developers. But it was only when we decided to make a course about his brand that I learned how to pronounce his last name (which you’ll hear me do in the video above).

It’s the first lesson in a branded staff training course that Lennaert and I co-produced with his retailers in mind. When you work with a brand in retail, the story ofĀ that brand is essential for adding value to the garments when you’re pitching them to customers.

So, to give you a properĀ foundation to work with, Lennaert and I agreed that the first lesson should be about the story of his brand.

Lennaert explains his two guidingĀ principles, and how the brand’s built on his passion. He also discussesĀ howĀ the ā€˜Made in Japanā€™ line is the best he’s able to make, why he created the ‘European made’ line, and how it’s turning BDD into a lifestyle brand.

You can find all the four lessons of the course here.

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1 thought on “Lennaert Nijgh Tells the Story of Benzak Denim Developers”

  1. Besides my last name being BENZAK, I checked out your info and wonder why you are selling in the USA. Denim is about all we wear. Especially in the southwest…cowboy land. I live in Florida, but we have our ranches and cattle/horses also, and very affluent people here as well. We need good jeans and we spend….I am a fine artist and I live in jeans, even to parties. What do you say????
    Thank you so much,
    Ilona Benzak

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