Lucel van den Hoeven


‘Amsterdam is one of the jeans capitals of the world and we wanted to put the spotlight on all the denim activity around here,’ says Lucel van den Hoeven, founder and chief executive of Modefabriek, the leading fashion trade show in the Benelux countries. ‘From fabric to garment Amsterdam Denim Days offers a great variety in denim events. Together with House of Denim we organise Blueprint, a platform that will stage a seminar about sustainability developments in the industry and focus in on innovation in designs and new and improved laundry techniques. We also pay attention to education by presenting AMFI (Amsterdam Fashion Institute) and Jean School where students are trained to become future jeans designers and developers. There will be exhibitions and documentaries around denim and jeans stores from all over the city will organise special in-store events. But most of all during the Amsterdam Denim Days we will celebrate denim, because jeans is one of the coolest icons of fashion.’