MENNO VAN MEURS

(15) CEO, TENUE DE NÎMES

The first and most important thing we need to do to get denim back on top of the game is to quickly step away from the idea that denim can be something cheap, or worse; something disposable. Let’s put denim back where it belongs: the strong and durable center point of our wardrobe. The future of fashion is about consuming less but better. Well-made jeans should be considered the bright future of our industry. Denim is the only thing we actually appreciate becoming older. Jeans are the sexiest, most versatile and personal garment out there. Let’s consider jeans as workwear again: 21st century workwear. Anyone should choose one pair, invest in it, wear it, love it, repair it and love it even more. To me, well-made and honestly produced jeans are the perfect start of a new paradigm in clothing: buy less and pay more! Wear jeans!