This blog post and original Denimhunters video production is sponsored by Munich Fabric Start’s Bluezone. Get the latest news from the show and register for the next edition here.
I met Martin Schaefer a few years ago at my first visit to Bluezone. We quickly realised that we share a passion for high-quality denim and BMWs (he’s owned the e60 M5, which has a naturally aspirated V10 engine!).
But what really interested me about Martin’s story was what he did for a living back then; making low-priced jeans for a big German retail chain.
I know what you might be thinking; ‘inexpensive fast fashion jeans, why do you care about that, Thomas?!’ You’re right, it’s not something I’d buy or wear myself. But the fact is that a lot of people do.
Every time Martin and I would meet at trade shows, we’d somehow end up talking about how it’s possible to make jeans that sell for around €/$30 (sometimes even €/$20). Martin would break down the cost structure of the production process and we’d talk about the margins that’re added throughout the value chain.
What surprised me the most was Martin’s argument that these “cheap” jeans may not be of lower quality than the branded jeans that retail for three or four times as much. It’s all got something do to with margins and volumes.
Watch the video above to hear Martin explain his story.
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