TIME TO CELEBRATE THE NEW BLUE MOMENTUM

Menno van Meurs, CEO of Tenue de Nîmes and founder of the denim brand Tenue, shares his personal story and upbeat viewpoint on the future of denim.

Adecade after opening my "rst Tenue de Nîmes denim store in Amsterdam, I noticed that jeans were becoming "just another disposable."

As a young boy, I fell in love with denim. Going through my parent’s attic, I found a box "lled with clothes from the 60s and 70s, but it was my dad’s old denim jacket that immediately grabbed my attention. Even though it was decades old, it was in pristine condition and survived the time test. I knew right then and there that this denim jacket was something special.

From that day onward, my life would revolve around denim. My "rst job was in a denim store, and I spent my "rst pay cheque on a pair of Diesel jeans (Only for the Brave) that I wore every day until they fell apart.

Historically, quality has always been at the core of a pair of jeans - a piece of ‘workwear’ that could stand the test of time. But when I noticed that jeans were becoming part of the disposable fashion trend and were no longer synonymous with quality, I was inspired to make a change and founded the brand Tenue.

It might sound odd, but I would like people to buy less, but better. I believe no person could be arrogant enough to think that they can re-invent denim. What I do believe is that together we need to help people understand and appreciate jeans’ history to come up with a sustainable new chapter for its future.

Thinking of denim in this positive way puts a smile back on my face. Time for all of us to enjoy this beautiful new blue momentum!