From April 21 to 22, the fourth-annual Blueprint Festival will once again anchor Amsterdam Denim Days with brand exhibits, interactive indigo demonstrations, some of the best denim shopping under one roof, jeans-focused lectures, music, food and much more.

Amsterdam Denim Days, which spans from April 17 to 23, attracts thousands of denim lovers from all over the globe: from brands and makers to enthusiasts and addicts – all united by a love of indigo.

Held at the Westergasfabriek, this edition of the Blueprint Festival puts the spotlight on the Future of Denim and other innovative activations all clustered in one pavilion at the Machinegebouw. 

Blueprint Festival ‘Future of Denim’ Highlights:

G-Star Raw Research II by Aitor Throup
Born from G-Star’s innovation laboratory, led by Executive Creative Director Aitor Throup, Raw Research II embodies the brand’s latest efforts to explore the unlimited possibilities of denim through the process of exploration, curiosity, and experimentation.

HACKED by Alexander van Slobbe and Francisco van Benthum
HACKED represents a response to the power of the so-called ‘fast fashion’ – the fashion system in which the speed of production, distribution, sales, and consumption is the main objective.

On top of this, van Slobbe and his Second-year students of the Willem de Kooning Academy also hacked a deadstock collection of Kings of Indigo. At Blueprint they will showcase this innovative and creative re-designed collection.

Karlijne Opmeer – Dyeing For A Change
This graduation project illustrates the possibilities of grown pigments. A potential sustainable alternative to today’s polluting textile dyeing industry. The result: microbial color library produced by bacteria in a closed system with little water and energy.

Pauline van Dongen presents Issho
Issho means ‘togetherness’, ‘same’ and ‘shared’ in Japanese. Issho started with the newfound possibility of weaving conductive yarns into denim fabric to obtain a level of intelligence enhancing the body in relation to its daily surroundings.

Denim City & Red Light Denim
Red Light Denim is an initiative of House of Denim: Creating a post-consumer recycled denim, made from jeans worn in Amsterdam. If you hand in a used pair of jeans, you will receive a discount voucher for the Denim City Store at De Hallen.

Find out more about their Zero Water Blue concept and the exciting Denim Active technologies by balancing an interactive slackline. Denim Active is the ultimate combination of denim and active wear that offers all the essentials to move effortlessly within a modern-day dynamic lifestyle. Soorty Enterprises showcases revolutionary denims of the future.


Damien Ravn X Studio Corkinho
A capsule collaboration by Damien Ravn X Studio Corkinho with Woolmark & Berto Mills. Wool, indigo and cork complement each other in a very organic way, this collaboration will link the origins of the materials with this project.

Denim producers are working hard to reduce their impact on the environment – but this is no news. However, creating a beautiful garment that brings together innovative future design trends and sustainable production is. Discover a new sustainable denim collection for men and women, based on WGSN Future Trends for A/W 17/18. The collection is designed and produced using the latest sustainable innovations.

Global Denim Awards
The Global Denim Awards is a first-of-its-kind runway show and competition, which pairs the world’s best denim mills with emerging designers. Check out the winning looks of the Global Denim Awards 2016 Anbasja Blanken and I.T.V. Denim and Roosmarijn Koster and Arvind.
The focus on the Future of Denim continues in the Denim Lecture program, which explored ideas of sustainability and innovation. A number of inspirational talks and presentations are scheduled for Friday and Saturday at the Ketelhuis. Pop in to learn, get inspired and hear denim stories from the masters of denim and industry experts, including:

Friday 21 April:

14.00 hrs                      Alex Penades – Custom Technologies Manager – Jeanologia
“Bluevolutionary You: From Uniformity to Smart Creativity”
A trip from the industrial technologies to the shop experience.               

15.30 hrs                      Dio Kurazawa, Director of Denim, WGSN & Izzy Joly, Global Trends and Insights Researcher, Avery Dennison RBIS
“Design Trends Brought to Life Sustainably”

17.00 hrs                     Jade Wilting and Walter Vastenouw of Circle Economy
“Salvage the Selvedge: Exploring the Future of Circular Denim”

Saturday 22 April: 

14.00 hrs                      Shunji Ohashi, Denim Ninja, StudiOHA 
“Boro Borough: The History of Japanese Boro”

15.30 hrs                      Denim visionary Adriano Goldschmied will host a Denim Lecture about his personal vision on the future of denim.
“Innovation and Sustainability”
To reserve a spot, rsvp is needed:

17.00 hrs                      Floortje Dessing, TV presenter and producer/ co-owner Nukuhiva & Kuyichi, in discussion with Mariette Hoitink, co-founder House of Denim and founder HTNK, about:
“Sustainable Denim; How it Started, Where We’re At Now and Where We Want to Go.”


The full program for the Blueprint Festival and the Blue Route across Amsterdam is available on our website and at all participating Denim stores and hot spots around Amsterdam.

Stay tuned for more details and see you in two weeks!