Amsterdam Denim Event: Indigo Rooster
By Samuel Trotman

The Indigo Roosters exhibition was put together by two of Levi’s most creative leads: Miles Johnson and Victor Sandberg

Mar 27, 2013


Its not often a really great denim exhibition and event takes place, so we were very excited about the amazing Indigo Roosters, currently showing in Amsterdam, even if we were not able to attend in person.

Indigo Roosters was an idea put together by two of Levi’s most creative leads and re-veered figures in the denim world: Miles Johnson (someone we’ve covered here on the DDD many a time) and his co-worker on LVC Victor Sandberg, also from the infamous Levi’s RED label. The pair have worked together for years and are solid friends, finding much in common in their passion for all things indigo and the collections their work-driven travel has amassed.

Miles: “The exhibit consists of indigo textiles and clothing from all over the world, which we’ve both collected on our travels from the past 8 years (which is how long we’ve been friends) and a passion that has come from our shared interest in denim, vintage clothing and fabrics”

The exhibition is currently being held in the newly opened HARVEST store in Amsterdam’s Tweede Helmersstraat. The store doubles as a creative space and coffee shop, selling what Miles describes as “the best coffee in Amsterdam” but its chief use is to sell furniture, lighting and individual product design.

The pair tastefully filled Harvest’s space with their prized indigo-dyed specimens including wall hangings and strikingly beautiful and sculptural mannequins, standing along the center of the space. Block and discharge printed shawls, scarves and garments were combined to create a tasteful, indigo-on-indigo world and rare boro textiles and bolts of cloth offered a captivating backdrop.

The Amsterdam scene is small and family-like, so the event attracted a great turn-out. About 150 movers and shakers from the industry attended as well as our friends over at RAWR Denim, the heads of the newly set up House of Denim Academy at the AMFI design school and even Vogue, as well as a bunch of denim heads and friends. Even the gorgeous photos you see in this post were taken by the talented Elza Wandler, also a Levi’s employee and operator of Atelier de l’Armée as well as good friend of the pair.

Miles: “We hope that this could be the first of many exhibitions we’d like to do. The exhibit is only a part of our collections, there is so much more to show off and get out of the cupboards and trunks we live with”

The exhibition continues till the end of the month so if you live in Amsterdam, or are planning a visit, it is not to be missed.

Harvest & Company, Tweede Helmersstraat 96, Amsterdam.

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