Denim City creates its own denim academy in Amsterdam

Denim City was created in 2015 in the western part of Amsterdam. It is an associative organisation, financed by institutional bodies as well as by companies, brands and organisations involved in denim manufacturing. It has at its disposal facilities featuring a workshop, a laundry area, an institute providing details for an eco-sustainable approach and archives displaying items from different brands and different eras.

Above all, it operates its own jeans school, offering master-level training. This year, Denim City has launched its denim academy.

Harm Magis, Denim City's new General Manager, explained that "they are short-duration courses, targeted to industry professionals. The idea actually derived from our interactions with manufacturers. They regularly complain that many of their counterparts working with brands or retailers are not familiar with the industry's technical vocabulary. Our idea is to simplify their interactions."

The approach is a rational one. The academy offers several options, from one day on "the 10 things you must know about denim but you are afraid to ask", to a five-day session featuring an in-depth work on the concept of washing treatments, and the links between chemical products and denim fabric.

"Our wish is to address specific needs and to be highly practical, explained the general manager. We have created a questionnaire which allows us to evaluate people's knowledge levels and expectations."

House of Denim wants to be able to reach out to the whole denim community, beyond the companies based in Amsterdam and Holland.

Denim City creates its own denim academy in Amsterdam

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