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 during my first visit to Bluezone in 2016. 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.

Bluezone, Martin Schaefer, interview, Denimhunters
Bluezone, Martin Schaefer, interview, Denimhunters
Supported by Munich Fabric Start’s Bluezone

This blog post is sponsored by Bluezone; Munich Fabric Start’s independent trade show for the denim and sportswear community.

The family-run Munich Fabric Start was established in 1996. Twice yearly, it attracts 20,000 fashion professionals to Munich. Bluezone was launched as the first denim-dedicated show in 2003. Today, it hosts more than 100 carefully curated exhibitors.

The show caters to all your sourcing needs: well-established ‘all-star’ mills; ‘catalyzers’ that create future trends in denim; and how new technologies and laundry solutions can make denim more sustainable.

Register for the next show here!

Disclaimer: Denimhunters was invited to Munich Fabric Start by the organisers. However, none of the individuals or companies mentioned in this blog post are affiliates.

Images by Oddhunt.


Thomas founded Denimhunters in 2011 and built it into a voice for the denim industry and community. Today, he helps companies grow and gain market shares using his STORY/SELLING BLUEPRINT.

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