Modefabriek #33 : Blueprint - Today's breaking denim

This summer's Modefabriek will see the second edition of Blueprint, the bold platform for innovators in denim, authentic and contemporary streetwear. The redesigned Blueprint will give participants full freedom to present and exchange new ideas in this ‘reinvented heritage fashion’ segment. On 22 and 23 July it will also be extended to include a large outdoor bazaar and its own additional entrance as well.


INNOVATIVE TRADITION

BLUEPRINT is more than just an exhibition space for high quality denim and contemporary streetwear brands. It’s an unpolished platform that brings together insiders capable of devising innovative new designs for denim and contemporary streetwear by reinventing our favourite wardrobe classics, constructing a new, relevant authenticity and re-injecting a love of craftsmanship and detail into the process. In other words, it’s about doing what the trailblazing denim and utility brands have always done. Besides big and small brands presenting a selection of their best products and techniques, Blueprint will also offer an abundance of inspiration and entertainment, with expositions, shops, interesting initiatives and speakers, as well as a spot to hang out and enjoy food, fun and fine DJs.

This second edition of BLUEPRINT will have its own new graphic identity, courtesy of artist and designer Bas de Boer. The platform’s bold, rudimentary and functional design and eclectic structure have been further elaborated, for instance in the form of the temporary outdoor bazaar, which will include containers accommodating small shops, projects, presentations, drinks, snacks and music.


MORE INFORMATION ON LABELS

Kings of Indigo or ‘K.O.I.’ (the Japanese word for 'carp') will be presenting its third season of contemporary, sustainably produced denim classics. In SS13, this brand – all of whose styles are named after renowned historic kings and queens – will be introducing the Triple R concept: Recycle, Repair and Re-use. As well as fabric woven from recovered cotton, there will also be premium green washes. Dutch brand Kuyichi, one of the leaders in sustainable denim, will be presenting the highlights of its collection at Blueprint too.

Lee will also be back at Blueprint this season, showcasing a selection of its finest products and design innovations, such as its premium quality Blue Label products, the 'best of Lee', the latest fits and finishes from the premium Stretch Deluxe line, and the leading styles and colours for SS13, inspired by 124 years of workwear heritage, yet remaining refreshing and up-to-date.

Ontour is rooted in the conceptual, yet everyday design tradition of Design Academy, where its founders, Remco van der Velden and Etienne Dekkers, both studied. Since 2010, Ontour has been presenting complete collections for men and women, created with great attention for manual techniques, materials and the whole People, Planet, Profit concept. The inspiration for the SS13 collection is Gardeners United, responding to the urban farming trend. Next year we hear that pumpkins will be all the rage!

Wolverine will be celebrating more than 125 years of heritage in worker boots with its 1000 Mile collection, which displays the brand’s signature style and quality. The new highlights of this line, recognised with an 'Award for Design Excellence', will be two models developed in conjunction with the heritage outdoor brand Filson. Made in America. Wolverine's ladies' collection has been designed in co-operation with New York designer Samantha Pleet, popular for her historic references. Besides these special colabs, Wolverine will also present its complete 1000 Mile and No. 1883 collections for Fall/Winter 2012.

Armor-Lux, Dickies, Filson, Firetrap, Cuckoos Nest, Prey of London, G-Star, Kings of Indigo, Kuyichi, Lee, Nudie Jeans, ONTOUR, Pepe Jeans, Wolverine, Roy Rogers, Amsterdam Shoe Company, Blue Blood, Element – like-minded brands, both big and small, all come together at Blueprint. Tony Tonnaer from K.O.I. explains why he favours Blueprint: “This is where our leading fellow denim designers present their collections. We like the atmosphere here and the focus on denim. Bringing us all together makes things easier for Dutch retailers who are on the lookout for good denim.”


AND MORE

Once again, the Amsterdam fashion matchmaker HTNK will be in attendance, presenting the Indigo edition of its famous Onedayshop. Worn-Out Projects, part of the Long John blog by Eindhoven- based ‘authentic freak’ Wouter Munnichs, will also be presenting its first offline exposition of Raw Denim jeans, with the finest finishes and washes applied by the owners themselves. James Veenhof will be back too, with House of Denim, his platform for craftsmanship and sustainability in the jeans sector. In co-operation with Modefabriek, he will be bringing a special guest speaker to the Netherlands, especially for this edition of Blueprint.