Shin Denim x HTNK x Denim CityJapan Blue challenged the status-quo of fading denim and developed a new innovative type of denim called Shin Denim, three times stronger than the original one and environmental friendly produced. To showcase this unique fabric, Japan Blue teamed up with Denim City Amsterdam and HTNK for a Jean School alumni design challenge.
Four Jean School graduates designed a capsule collection with the new innovative Shin Denim fabric. Without the limitations of traditional denim, the designers let their creativity run free and experimented with the fabric, resulting in five items: a carpet, a cushion, a coat, a bag and an apron. The designers, together with Mr. Hisao Manabe and his son Katsu Manabe, founders and owners of Japan Blue Co, presented the ‘Amsterdam Capsule Collection’. As a true homage to Japan and its culture, the collection is an ode to simplicity, the beauty of imperfection, functionality and craftsmanship.
The official launch, organized and hosted by HTNK, took place on Monday October 22nd in Denim City, where Dutch press and industry professionals got an exclusive first look of the collection and enjoyed indigo and Japanese themed drinks and bites by Ninour Amsterdam. The story does not end here as the collection was exhibited at Denim City for a week and during Denim Days Festival at the Shin Denim stand where you could meet the Japan Blue team as well as the designers and their creations while tasting some one-of-a-kind indigo tea.