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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