Image00002.jpg

Dutch label Blue Blood has joined forces with 15 retailers for their Love For Denim project, which involves the creation of two limited edition selvage denims. Only 350 pairs each will be produced of the two colours- Rainbow Selvage and Deep Purple. The project is a reaction to the popularity of bleached denims with identical marks made by a factory and not the wearer. There is an automatic detachment between the look of the jean and its owner. With Blue Blood’s untouched (untreated and unwashed) dry jeans, every change of the jean will be made by the wearer. In addition, each of the 15 stores to carry the pieces will number and stamp the jeans themselves, connecting them to the designer and also connecting the consumer to them. To get the list of retailers, which includes ones in the UK, Germany, and Switzerland, contact [email protected].