Towards a Brighter Blue: an arts and culture trade mission between Amsterdam and New York seeking to inspire key denim industry players

NEW YORK (September 6, 2016) On September 9, the deputy mayor of the city of Amsterdam, Kajsa Ollongren, Mariette Hoitink and Lucel van den Hoeven, co-founders of House of Denim, Jean School and Amsterdam Denim Days, and Andrew Olah of Kingpins Show, will host “Towards a Brighter Blue,”


The event is part of a special trade mission in New York City, organized by the City of Amsterdam and
led by Deputy Mayor Kajsa Ollongren. It’s the first time that a trade mission revolves entirely around
arts and culture from the Amsterdam Metropolitan Area. The goal is to connect artists, cultural
organizations, and both cities.

During the event, which will be held at the Consulate General of the Netherlands in New York,
organizers will give an update on all denim activities in and around Amsterdam, and announce the first
details about Denim Days New York, the denim festival that connects denim insiders, designers and
brands to denim consumers in a multi-day format. Based on the extremely successful and influential
Amsterdam Denim Days, New York Denim Days will debut in 2017.

“Our main goals for this visit to New York are to present Amsterdam as the denim hub of Europe, to
strengthen and intensify the existing ties, promote new partnerships and encourage the exchange of
knowledge, expertise and new networks” said Mariette Hoitink.

“The denim industry is global and it is changing – hopefully for the better. Events like this help us
promote sustainability, innovation and education,” said Andrew Olah.

The Towards a Brighter Blue event will also feature interactive sessions on the Indigo Embassy, Jean
School and Denim City.

“The energy and inspiration we all get from Amsterdam Denim Days is immense, how nice it is to have
one of the most vibrant cities in the world showcase such an event!” said Lucel van den Hoeven.

“New York Denim Days is aiming to be the center of attention for all those with an indigo heart,” van
den Hoeven added. “The program will have something for denim lovers of every kind. It will feature a
selection of leading denim labels, workshops, a market and exhibitions for style-setting devotees on
the street to the greatest innovators in the industry.”

Towards a Brighter Blue
September 9, 2016
9AM to 11AM
666 3rd Ave, 19th Floor
New York, NY

For more information and to RSVP for the event: and