house of denim seminar presentation at amsterdam fashion week jan 28 2010
DESCRIPTION
The seminar lecture i gave at the launch of House of Denim at Amsterdam Int\'l Fashion Week on Jan 28th, 2010TRANSCRIPT
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Presentation for HoD SeminarAmsterdam International Fashion Week
January 2010
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HOUSE OF DENIM an initiative to set up a world-class, open platform
for Denim, Jeans & Sustainability
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Right here in AMSTERDAM, The Netherlands
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Since 2004 the ambition of AIFWHas been to put Amsterdam on the mapAs a Fashion destination(I was AIFW’s programme director until 2009)
Innovation Is great
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One of our main objectives Was to bridge the gap Between Creatives, Industry & Media
This seminar here today (or the fact you are reading this)pretty much proves that we succeeded
Linking up the industry with specialised denim crafts/skill education
Making sustainability a more aspirational and accessible topic for denimheads
Leveraging the incredible density of leading denim brands in Amsterdam through cooperation
We did well,... but no cigars just yet.Looking back, there are 3 topics that deserve much more effort:
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These ambitions remained ‘filed’ in the back of my mindUntil the City of Almere asked my opinion
about how the fashion industry could grow here
“Something to do withHigh-quality Denim”
I suggested
Something pretty remarkable...“Why not start a high-grade and sustainable denim factory?”
It all came together...
Craft, Pride, TraditionSkill, quality and denimwear
How are jeans made?
(How) Is this feasible?
Which parts should we do?
So we started research, asking
75 EXPERTS:
HOW ARE JEANS MADE ?
Preparation Spinning Dyeing
Weaving
Cutting
Sewing & Assembling
Treatments
Laundry Presentation
Sales
Yarn
Fabric
Treatment
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EVERY JEAN MAKES A JOURNEY 2...TO ARRIVE AT $70... (HOW IS THAT POSSIBLE?)
TUNISIA
ITALY
TURKEY
INDIA
NETHERLANDS
CHINA
3.326
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3WATER USAGE IS INSANE...
Arnhem
Brennels
Enschede
Eindhoven
Almelo
Amsterdam
Almere
Tilburg
Hilversum
Den Haag
Groningen
SKILL & KNOWLEDGE ARE UNCONNECTED 4
Inspriation for House of Denim
Textile Museum Paradiso
Tichelaar College Hotel
WE PUT THE CONCEPT ONLINEAnd got feedback from :
FarmersRecyclers
MagazinesJeans Brands
EducatersStudentsProducers
Board MembersExperts
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1. Co-development
of yarns, etc2.
Traditional Denim Mill
3. World of Denim
Installation
4. Denim Archive
& Gallery
5. Blue Lab
R&D Facility
6. Knowledge Centre
Denim & Sustainability
7. Denim College
8. MasterAtelier
9. Dutch Sustainable
Denim Store
HOUSE OF DENIM The Concept consists of 9 elements
WHERE DO WE STAND?
Concept DevelopmentExpert Session
House of Denim Seminar
Development & InputBusiness Plan
Kick Off ?
WHY?
OPEN COLLABORATION TO SOLVE BIG ISSUES
STRENGTHEN AMSTERDAM’S POSITIONAS A LEADING DENIM CAPITAL
RE-SET THE VALUE OF CRAFTSMANSHIP
EDUCATION, KNOWLEDGE & INNOVATION
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Talk to colleagues & Give us inputJoin Linked-In : House of Denim