The Proof is in the Pants


Dutch brand Blue Blood recently held a denim contest for the best worn-in wares and the best results were recently shown at the Amsterdam Denim Head Derby Exhibition. Thirty people took part in the contest wearing their jeans five days a week for six months. The five pairs of jeans which ended up looking the best were hung up for everyone to appreciate the all important wear and tear that makes each pair individual. For more photos of the opening night party for the exhibition opening, check out the Blue Blood Blog.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.