Apr 27, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Last Friday (April 12th), Bob Rijnders from Butcher of Blue hosted a launch night in Hoogland for his newly released book and exhibition of the Butcher Jean, a collaboration with Jason Denham.
In November 2010, two well-known denim lovers, Bob Rijnders (owner of speciality jeans store Best of Brands and founder of jeans label Butcher of Blue) and Jason Denham (of Denham the Jeanmaker) collaborated on a special jean project: the Butcher jean. Limited to 100 jeans and sold exclusively at B.O.B. in Hoogland, the jeans were sold together with a a diary where each dedicated wearer could record the journey of their wears over the course of a year.
The rules of the purchase were:
1. Wear your jean every day for 1 year.
2. Never wash them.
3. Record every spit, spot, blemish, stain, rip and tear.
4. Note the damage in your Butcher Diary.
5. Keep the faith. It won’t be easy. You’ll need dedication.
6. The rest is up to you. Eat in them, dance, sleep, rock, smoke, drink, bone, fight or slide. Just make sure not to take any care.
Last March, the owners of these Butcher jeans were invited back to Best of Brands to present their wears for the “Wash Friday” Butcher event. With a full diary and a year of unwashed jeans, these dedicated few were rewarded for their efforts with 150% of their buying value back in their pocket. Fast-forward to April 2013 and the results of this extensive program have been documented into book presentation and showcased through a two day exhibition under the name Butcher of Blue held at the Best of Brands store in Hoogland. Bob was on hand to personally sign the books, while denim heads awed over the selection of wears and their diaries on display.
Unfortunately the exhibition has now finished, but you can read up further and pick up a copy of the book on the Butcher of Blue website. The good folks at Denim Hunters also have a great write up on the event so check out their website for more photos and details of the night.
Photos taken by Steven Van Kooijk
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.