This Blue Blooded Q&A series is a collaboration with Long John. The series is sponsored by Bluezone, the independent show for denim and sportswear by Munich Fabric Start. Register for the next show here!
Get to know Daniel Werner, a face from the Blue Blooded Portfolio
I quite vividly remember the first time I properly met Daniel eight years ago to do an interview. It was a hot July day in Berlin, and I was there for the Bread & Butter trade show, back in its hay-days.
A younger and less tattooed Daniel (I shot this picture when we did that interview in 2012) 
The Denham jeans he were 
… selvedge denim, of course
Back then, Daniel was the store manager of the 14 oz. store. We sat down in the back garden of the store, with the sun blazing down on us, and did an interview. I was still new to the business then, Daniel was already a veteran.
Today, Daniel runs the Cee.Are.Dee consulting business together with my former partner (and good buddy), Matt Wilson.
Name:
Daniel Padilla Werner
Location:
I lived in Berlin for the last 10 years and moved to Bali beginning of this year.
Profession:
I got into the fashion business 20 years ago as a sales assistant, earning some money while I was studying architecture.
Quite quickly, I changed my field to textile management, became a store manager and later a retail manager. I would take care of the day-to-day business of managing stores, building up the sales team, structuring the portfolio and executing the buying. It was great, I had a hand in every aspect of the business.
From there, I specialised in buying and creating retail concepts. That was until my buddy Matt and I joined forces and started our fashion consultancy company CeeAreDee, formerly Rope Dye.
Instagram:
@d._p._w and @cee.are.dee
Daniel’s path into the denim business
Thomas: How did you get into (the world of) denim?
Daniel: When I was studying architecture, I needed to earn some money so I could afford the lifestyle I wanted to have. Yeah, the student life is fun, but not when you’re broke. I started to work as a part-time sales assistant in the hottest urban wear shop in town. At least back then it was the hottest.
This was the time the whole Evisu game got started. The streetwear scene was all about wearing selvedge denim, pairing them with limited-edition sneakers. That style was what brought me into the world of denim.
T: What was your first pair of jeans?
D: A pair of pretty wide straight cut, raw denim Pepe Jeans, cut from a beautiful redline selvedge fabric. Yaup, Pepe was doing unwashed selvedge denims back in the day.
T: When did you know you were ‘hooked’ on raw denim?
D: When I got disgusted with the washes Evisu Europe was offering. I was wondering what kinda jerk was about to ruin my favourite brand back then.
T: What is your favourite thing about raw denim?
D: The way raw denim ages and develops its own character. Plus skipping the washing and distressing process of fake faded denim saves a lot of energy making them kind of sustainable.
Daniel’s views on the denim business
T: What‘s been the greatest challenge you’ve faced so far, and what did you learn from it?
D: A while back, I was working with a big corporate company. I came to realise that my employer couldn’t understand my vision. I had to decide, either to pull out or do something I didn’t believe in. I learned that I can only be successful and happy if I believe in what I do. So I quit.
T: Which denim brands inspire you? And why?
D: That’s a tough question. I was and will always be in love with LVC. Though, they could do way more. Anyways, they started it, so I kind of have to love them.
These days, I would say 3sixteen, Benzak Denim Developers and K.O.I. are the brands I would name. 3sixteen and BDD for the way they translate denim into a more current design appeal and K.O.I. for being on the forefront of making denim sustainable and still look dope.
T: Which denim retailers inspire you? And why?
D: Tenue de Nîmes, stuf|f – fine goods, Burg & Schild, Statement, Pronto Denim
Tenue de Nîmes for the way they are translating the typical heritage denim style into a contemporary approach.
Suggested story: Podcast with Menno from Tenue de Nîmes
stuf|f – fine goods cause you can feel and see the passion that is driving Thomas and Jan. Their portfolio, the brands they carry, their collaborations. This store makes it worth visiting Düsseldorf, a city I would most likely skip otherwise.
Burg & Schild and Statement because those guys were pioneers in bringing rare denim brands to the German audience. And their portfolio is still state of the art.
Pronto Denim cause it is amazing what they are doing for the denim scene in South East Asia. It’s crazy what kind of product they are able to sell in a tropical region. Their enthusiasm is contagious and feeds one of the most denim crazy crowds I have ever come across.
Daniel defines his denim style
T: What do you never leave home without? And why?
D: I always wear a good watch; just kinda feel naked without a timepiece on my wrist.
T: List 3 of your favourite garments or accessories and (try to) explain how they define your style
D: 1) The Nielsen. A handmade leather shoulder holster that serves as my wallet/man-purse. It looks very much like a gun holster and gives my style a pretty gangster kinda twist.
2) Straight cut denim from Denham. Since almost none of my friends out of the ‘hardcore denim world’ is into Denham, it makes it somewhat unique to wear one of those.
The denim is a raw selvedge from one of the very early Denham collections. I was very close to the brand during my 14 oz. days. We carried Denham from season one, even opened the first Denham store in Germany together. You might argue about the direction the brand is going these days, but nevertheless Jason is eating, sleeping and breathing denim. And to me, this jean carries a lot of great memories.
Wearing a straight cut, almost loose denim is very essential to my style, it is pretty rare to see me in slim jeans. Guess that comes from my days on the skateboard during the 90s.
3) And yeah, the watch. You will always find me wearing a quality timepiece. Guess I am just a bit old-school if it comes to watches. To me, a watch is an investment, an heirloom that you pass on to your children. Same as with my clothing, I appreciate the history, quality and craftsmanship that those watches represent.
Ready for More Q&As?
Want to learn more about Daniel? The Blue Blooded Q&A is a collaboration with Long John, where Daniel answers 10 ‘what’s your favourite’ questions. Check them out here.
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