interview

Bluer Denim is one of the newest Made in America denim brands having gone through a big re-launch in 2019. Our prediction is that we definitely will hear (and see) a lot about them moving forward.

We were curious about BLUER’s new owner, Rogier Ducloo. What are his plans for the brand, what kind of denim will he be focusing on, which direction will they be going, and much more. Find out:

Q: What was the deciding factor for you to become the new owner of Bluer Denim?

A: I don’t know if I can pinpoint one factor that caused me to make the decision to purchase Bluer. It was a combination of a lot of things. In no particular order:

1) I loved Bluer Denim. I ordered a pair of Bluer on Kickstarter and it has forever been my favorite pair of jeans. I wanted to ensure that the brand would continue to exist.

2) Bluer Denim jeans pair perfectly with the t-shirts we make at Allmade. Nothing is more classic than a pair of blue jeans and a white t-shirt. The 2 brands share a lot of core values. The brands are complementary: they’re both focused on sustainable sourcing and ethical manufacturing.

3) Bluer can challenge the apparel industry to do better.

4) I needed something to focus on and feel passionate about after my wife and best friend passed away earlier this year.  

Q: What is the most outstanding and/or important factor to know about BLUER jeans?


A: Our goal is to make the most sustainable jeans out there. Are we there yet? No. But every decision we make is with an eye on that particular prize. Our jeans also go through a thorough fitting process so they fit beautifully. 

Q: What are your men’s denim trend predictions for this year?

A: At Bluer we don’t pay too much attention to trends. We deliberately make jeans and other garments with focus on timelessness. We aim to create classic designs that stand the test of time and are not subject to whims or fast fashion trends. 


This said, we just went to New York and we saw ankles everywhere. Men’s ankles, women’s ankles. All the ankles, despite the 30-degree weather. The shorter length is perfect for booties and a cute pair of socks, or, as we saw them in New York, with oxfords. 

Q: In terms of denim, do you have any new materials in mind?

A: Natural fibers are where it is at for Bluer Denim. We’re evaluating various organic cotton and hemp blends for future production cycles. 
Organic cotton avoids the use of synthetic fertilizers, insecticides, herbicides, fungicides, and defoliants used in significant quantities during the cultivation of conventional cotton. More than 99% of cotton is genetically modified to resist the effects of RoundUp and comparable toxic chemicals that are known to cause cancer and other degenerative diseases. The normalization of using these chemicals is concerning. The cumulative effects are having a devastating effect on air quality, waterways, and our health.

Bluer Denim is committed to steering away from using cotton cultivated in this way. Hemp is an amazing fiber that is naturally resistant to pests. It requires little to no irrigation to grow. It yields 4x as much fiber as cotton per acre, and it is a nitrate-fixing, meaning it regenerates the soil instead of extracts from it. As a fiber, it is stronger than cotton and gets softer and more comfortable with wear. 

Bluer is staying away from using synthetics such as polyester and nylons. We don’t believe these ever to be sustainable and want to minimize or eliminate the use entirely. 

Q: Stretch jeans have become a must-have for a lot of men. Will you be working with stretch selvedge denim for men anytime soon?

A: Yes, we will be. It contradicts my response above and it will be the only exception. Until recently there were no natural or sustainable stretch fibers. Candiani changed that recently with the announcement of the first biodegradable stretch plant-based yarns. We are anxious to incorporate that into our collection.

Stretch significantly improves the wear of the garment and it’s a trend we cannot dodge. More immediately, we will be incorporating recycled PU to accomplish the degree of stretch we’re seeking in both men’s and women’s styles. 

Q: Will you also be launching a women’s collection? And if yes, what will the focus be? More fashion or more “serious”, like selvedge and classic styles?

A: Yes, women’s styles are returning in early 2020. It’s taken a bit longer than we had hoped because we’re focused on making classic styles that fit women. This sounds obvious, but it’s easier said than done. Too often women’s jeans are made to be thrown out. They’re either cheaply manufactured leading to jeans that don’t fit well and fall apart after a few wears. Or they’re trendy and only appropriate for a season or two. 
We’re making women’s jeans that will last years so they have to fit beautifully and be sturdy enough to be worn in daily life. 


Jeans shouldn’t make people feel bad. We’re aiming to make jeans that make people feel good. For this to happen, they have to fit perfectly and be made by people who are passionate about making quality jeans.

Q: What is your personal favorite denim style and why? 

A: For years, I have been wearing slim-fit jeans only and they are still my go-to. More recently, I’ve added some classic straight styles to my wardrobe and the little bit of extra room materially expands the wearability, comfort, and it hasn’t taken away from feeling stylish and put together. 

Q: Which person living or dead would you most like to see in a pair of your jeans?

A: If you’ve seen Madonna in the “Papa Don’t Preach” video lately, you’ll be completely obsessed by her perfect jeans. She’s wearing them with a striped tee and black flats. It’s a classic, perfect look. If we had our druthers, we’d go back in time and have Madonna wearing Bluer Denim to capture the quintessential, classic, casual outfit.{*}

Q: Where do you see the brand in 5 years?

A: We’ll be the go-to brand for two groups of people: those who want to live sustainably, and those who have stopped buying trendy things, and are, instead, completely focused on investing in classic pieces of clothing. 

Q: What special “denim advice” you would like to give to our readers?

A: Wash your jeans! The theory of not ever washing has been debunked many times over. The starch combined with dirt, oils, and dust wears down the fibers and results in premature and unintended tears and blowouts. In most cases, when customers reach out because the jeans have torn they at the same time proudly announce, “I’ve never even washed them”. Well, there you go. 

Q: And last, but not least – is there anything else you would like to add for our readers:-)

A: Anyone who orders Bluer Denim gets a personalized note from me! 

{*We @Denimology are also totally crazy about this oldie from Madonna – you want to check out our next post ;-)}

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