Also: Winter Sales, Trade Shows, and the 15-Year Milestone

This is the second issue of the DH Weekly—my new format for the weekly updates I’ve been sending out by email.

Each week, I use this space to share what I’m working on, what’s coming up, and what I think is worth paying attention to right now—across Denimhunters, my own brand Weirloom, and occasionally some of the consulting and industry work I’m involved in behind the scenes.

Some weeks are quieter than others. This one isn’t. With winter sales in full swing, trade shows stacking up across Europe, and a major Denimhunters milestone just two weeks away, there’s quite a bit to cover.

I also send these weekly updates as emails. If you want them directly in your inbox—along with links, updates, and things I’m working on—you can sign up here:

The Best Winter Sales Right Now

I’ve updated the top of the sales page with the best winter deals I’ve found, adding a few more strong sales worth checking out.

At Redcast Heritage, you can get an extra 10% off sale items with the code FINAL10—and they’ve just added Momotaro and Oni jeans. Cultizm is running its annual winter sale with discounts of up to 50%, while Benzak has jeans marked down by as much as 60%.

There are also solid winter sales at Brooklyn Clothing Co., Lost & Found, and Clutch Café, and some good deals from Tellason, DeeCee Style, Brave Star, Independence, and Those That Know.

The sales page also includes hand-picked highlights I update regularly, plus a longer list of shops and brands—organised by region and category—if you want to dig deeper.

Raw Denim Gives You Choices, Not Limitations

My first order of business this year has been sharpening how I talk about Weirloom. Not because the product has changed, but because I’d realised I hadn’t been clear enough about who the jeans are actually for.

This month, most of my attention is on the Regular Fit jeans. They’re in stock and ready to ship, and if you’ve seen any of my recent posts on Instagram without digging deeper, the key point of what I’m trying to communicate is this:

While these jeans are designed by a denimhead, they’re not made only for denimheads. You don’t need to care about fades, weaving techniques, or denim theory to appreciate a really good pair of jeans.

Something that’s become clear to me is that the way I’ve been thinking and talking about raw denim is a bit backwards:

Raw denim doesn’t limit you; it gives you options.

You can wear the jeans as they are and let them break in naturally—or you can wash them straight away and soften them up. That doesn’t ruin anything. It’s denim. Back in the days, it was workwear, for Pete’s sake. It’s meant to be washed.

If you want to see what the Regular Fits look like new, you’ll find them here.

Trade Shows: Berlin, Munich, and Copenhagen

This weekend, pretty much all of our favourite brands will be in one place: the Union showroom in Berlin. I’ll be there on Sunday—catching up with familiar faces, seeing what’s happening, and keeping an eye out for anything new that deserves a closer look.

Two weeks from now, from January 27–29, Munich Fabric Start and Bluezone take place in Munich.  I’ve just published a preview article that breaks down what’s happening at Bluezone this edition—and why it matters if you work with denim or sourcing. You can read it here.

And that same week, from January 28-30, I’ll also be exhibiting with Weirloom at Mandatory in Copenhagen. If you’re planning to be there, stop by and say hello.

15 Years of Denimhunters, Just Two Weeks Away

It’s hard to believe how time flies, but we’re now just two weeks out from Denimhunters’ 15th anniversary. I’m working on a few things to mark this milestone, some content and some activities.

To kick off the celebration, I’m working on an article that looks back over a decade and a half of running this site. What I’ve learned along the way, some of the brands that’ve meant the most to me, and how all of that eventually led to launching Weirloom last year.

The post Have We Been Thinking About Raw Denim the Wrong Way? appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site

This article is sponsored by Bluezone, the trade show for denim by Munich Fabric Start. Register to visit here!

Bluezone’s SS27 Show Tells Us A Lot About Where Things Are Headed in the Business of Denim

In a shifting sourcing landscape, trade shows have to earn their keep. They’re no longer just about fabric and handshakes—they need to help brands make smarter decisions, spot what’s next, and meet the right people.

They’re feeling that pressure in Munich too. It’s why the Bluezone show is evolving. For the second time, it’s fully integrated into the MOC alongside the rest of Munich Fabric Start, in an ongoing effort to simplify the setup and stay relevant.

This show preview offers a glimpse of what to expect from the Spring/Summer 2027 edition of Bluezone: the mood, the moves, and the makers to watch. I’ll walk you through the themes, the new layout choices, and some of the key exhibitors bringing fresh ideas to the floor.

Three Days, One Roof, and Shifts at Bluezone

This season brings some familiarities, some firsts, and a few things still finding their feet.

Last edition was the big move; the first time Bluezone was held inside the MOC rather than its former home at Zenith. Some loved the convenience. Others missed the soul. Either way, this new structure gives buyers more ground to cover without needing to leave the building.

For the first time, Bluezone now runs for three full days, aligning with the Munich Fabric Start schedule. Last edition, the entire show was shortened to two days. This return to the original format suggests renewed confidence in the show’s relevance.

It also marks the first edition fully shaped under the leadership of Florian Klinder, the new Managing Director of Munich Fabric Start. And it shows. From the floorplan to the messaging, there’s a shift in tone. 

All About Making the Best of It

There’s an unspoken theme running through this edition: making the best of it. 

In the press release, Florian Klinder hints at the challenges—how efficiency and pragmatism are shaping the market, and how show organisers need to adapt just like everyone else.

That resonates far beyond trade shows. In the business of denim—and fashion more broadly—there’s a natural selection happening. From stores to brands to producers, the landscape is getting more crowded and more cutthroat. That’s largely because it’s never been easier to start something new.

Point in case, I started my own jeans brand last year. And boy, how I would’ve made my life easy if I were doing printed tees. Buy some blanks, build a webshop, and I’d be in business by the end of the week. That lower barrier to entry means more makers, more collections, more noise, and more competition for attention.

So what makes a show like Bluezone worth showing up for? It comes down to how well it helps visitors cut through that noise—and actually move projects forward.

Less Pragmatism, More Pleasure

The overarching theme for Munich Fabric Start this season is PLEASURE. It’s not just a mood board exercise—it’s a bold emotional reset after years of restraint. Confidence, sensuality, and optimism take centre stage.

The campaign visuals push this idea hard with a hyper-close, tactile shot of human skin that feels intentionally provocative. It’s raw. Intimate. Maybe even slightly unsettling to some. It pushes back against the sanitised, predictable branding you often see at trade shows. It forces a reaction.

The use of bare skin—uncovered, zoomed in, and without context—highlights how textiles shape intimacy, even when they’re absent. The organisers describe this as emotional materiality: fabrics and surfaces that connect with the body on a sensory level, inviting emotion, touch, and personal expression. This season’s trends lean into that feeling, with materials designed to resonate—not just perform.

Denim Trends Take Centre Stage at Munich Fabric Start

One of the biggest shifts this season is that the denim trend displays are now integrated into the foyer of the MOC—curated by O/M Collective as part of a more unified, cross-category trend experience. The move reflects a strategic effort to present denim not as a standalone niche, but as part of the broader fashion conversation, fully embedded in the look and feel of Munich Fabric Start.

Tilmann Wröbel, who has long shaped the tone of denim at Bluezone, is still actively involved—this time through his trend seminar, The Perfect Time for Denim Imperfection. In it, he digs into how Gen-Z sees flaws not as defects but as proof of authenticity. In denim, of course, imperfection is innate: ring and slub, fading and patina, wear and tear.

This season’s seminars also zoom out to broader shifts. One theme—Sustainable Digital Denim—highlights how new printing technologies are unlocking bold looks with far less environmental impact. Another—The Thrill of the Search—taps into how rarity, exclusivity, and subcultural drops are reshaping consumer desire.

The signal is clear: denim isn’t a sideshow anymore. It’s central to the creative conversation—and increasingly fused with the wider shifts happening across fashion categories.

Homegrown Denim Legends Return

Launched last season, the Homegrown Denim Legends concept is back—shining a spotlight on the denim heritage of Germany, Austria, and Switzerland.

The concept debuted with tributes to historical figures like Loeb Strauss (aka Levi Strauss), Erwin O. Licher, and a special installation curated by Ruedi Karrer—featuring rare vintage pieces from his legendary collection.

This season, the focus expands. Ruedi is back with new pieces from his archive, and a new name joins the spotlight: Angels, a German denim brand adding a fresh, contemporary layer to the story of regional denim making.

It’s a reminder that the roots of denim run deeper than many assume in the DACH region—and that heritage still matters, especially when it’s made visible.

Circularity, Softness, and Denim Makers to Watch

The Spring/Summer 2027 denim direction leans into lighter fabrics, softer textures, and more conscious blends. But it’s not just about feel—it’s about fibre.

Several key exhibitors are bringing serious developments to the floor:

• ISKO (Turkey) returns with City Glam, D-Lite, and Future Face 2.0—lightweight, high-performance concepts for a more fluid denim experience. They’re also showing Moonskin Denim (developed with Adriano Goldschmied), plus RECODE and RE&UP fibre concepts. Their ISKO Luxury by PG line merges classic craftsmanship with modern technology and luxurious depth.
• Tejidos Royo (Spain) expands its circular offering with additions to the 2LIFE and REBOOT collections—100% recycled cotton and now also their new Soft Fabrics line, including piece-dyed denim for extra versatility.
• Berto (Italy) continues to elevate European selvedge with short lead times, deep experience, and an eye for premium production values.
• Bossa (Turkey) brings its usual creativity to weaves and washes. Their fabrics often strike the sweet spot between trend and texture.
• Calik Denim (Turkey) balances scale and sustainability. Think strong staples, fashion blends, and consistent R&D investment.
• Sharabati Denim (Egypt) plays to its strength in verticality—design to garment—with competitive lead times into Europe.
• Troficolor Denim Makers (Portugal) is known for flexibility and heritage-driven denim. A go-to for smaller brands that want to produce in Europe. You’ll find them in Hall 3.

A Decade of Bluezone for Me—And I’m Still Curious

I’ve been visiting Bluezone for a decade—not every season, but often enough to see how much things have changed. This time, I won’t be physically present as I’ll be exhibiting with my own brand at a trade show in Copenhagen, held on the exact same days.

Still, I’ll be following Bluezone closely. I’ve teamed up with my good friend Wouter Munnichs from Long John, who’ll be on the ground walking the halls and sharing impressions. Wouter’s been a regular at the show ever since I first brought him along—and he knows what to look for.

I’ll be publishing a follow-up recap here on Denimhunters, with Wouter’s observations, shortly after the show.

The post Feeling It at Bluezone: What to Expect This Season appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site

LOTUSTEX is a premium denim fabric manufacturer based in Egypt, operating a state-of-the-art vertical mill with a capacity of 14 million meters annually. Part of Lotus Garments Group, the company focuses on sustainable, innovative denim for global markets. D&J recently had an interview with Mr. Mohamed Gabr , CEO of LOTUSTEX and details are as below:

LOTUSTEX is a premium denim fabric manufacturer since 2018. Your Lotus group has been an important player in the Egyptian market . Please shed some light on your journey.

LOTUSTEX is having a state of art denim factory located in 10th of Ramadan which is 1 hour away from Cairo airport and producing 14 mil mts/year denim fabric . LOTUSTEX is a part of Lotus Garments and production of 18 mil garments annually  . We have started denim production to be first vertical mill of Egypt and investing to make sustainable , innovative products to serve our clients in US , Europe and other continents.

How important do you think Egypt is getting as a denim sourcing location.

Egypt is becoming more important with location , improved know how , population and costing advantage . We are in the heart of Africa and serving to Europe and USA with duty advantages, it give us motivation to invest in our business more and increase capacity . 

We thank you for joining for second time the Denimsandjeans Egypt show in 2026. What would be the most important products and offerings that you will make to the buyers in the show . 

D&J show is very important for Egypt to explore capabilities and information to international brands , it is also best place to meet with denim community and when I checked exhibitors profile , it is a very nice combination . You can consider our Products in 4 main categories:

• BLUE HERITAGE: Blue heritage is re-shaping 90’s legendary legacy with trendy vibes. It’s a new hybrid concept combining good memories in the past with today’s flexibility and sustainability. While showing Y2K fashion we are bringing comfort and softness by using special fibers and constructions with less water consumption.

• CORAL-C: Coral-c is full of spring-summer vibes. Shiny like the sun, warm like the weather, drappy like the sea and colorful like the rainbow. A good color palette with shiny mid, light indigo shades and fresh colors from grey to black shades including functional fibers like Tencel, modal, linen and more…

• R-CORD: Re-cord is timeless, seasonless and genderless commercial comfort str line aims to give max comfort with optimized colors and look without compromising authenticity. Extraordinary color combinations are giving a rich taste in fading out.

• R-FORM: Re-form is a new denim performance scene that you can show all your flexibility by new tech with high performance which is reflecting like a second skin.

With the new sustainability legislations by EU , how would the brands’ demands on companies like yours would change . 

We are currently working with EU brands and adapting our compliance to brands requirement , it is very big change in the market for traceable products.  We adopt our production for brands requirement and also study for LCA . 

The most important sustainability technologies incorporated by you in recent times . 

We have solar energy ,water Recycling and waterless dying processes in our facility which is making us more sustainable for the green environment.  

How do you see the changing scenario affecting the business and how are you adapting to it .

We have a big advantage in Egypt after tariffs and it is giving us a positive impact in our business .We also continuously invest in our R&D to make most innovative fabrics and garments to serve our clients . 

We also use opportunity of vertical unit which is helping us to serve the brand in fastest delivery . 

Save Dates for Denimsandjeans (D&J) 2026

D&J Vietnam | D&J Egypt | D&J India | D&J Japan

The post Egypt on the Global Denim Map: An Interview with Mohamed Gabr, CEO of LOTUSTEX appeared first on Denimandjeans.

DENIM and PATCHES sourced this post originally published on this site

A 15-Year Milestone, the Weirloom Regular Fit, and Some Fresh Guides

Happy New Year. I hope you’ve had a good start to 2026. I took a short break over the holidays, so this is the first weekly update in a few weeks.

As I mentioned in my last email newsletter before Christmas, I’ve switched platforms. From now on, these weekly updates start as blog posts here on Denimhunters—and will then be sent out as emails.

Why? I realised my newsletters were essentially blog posts already. I spend a fair amount of time putting them together, so it felt a bit silly to only share them with my email subscribers (even though my list did grow a fair bit in 2025, and is now closing in on 12,000 readers—thank you 🥹).

So welcome to the first issue of the new DH Weekly.

I’ve Got a HUGE Milestone Coming Up!

In exactly three weeks—on January 30—Denimhunters turns 15 years old. Fifteen years! I almost can’t believe it. I never would’ve dared dream of this when I started the site as a little side project during my business school gap year.

If you know me, you know I don’t like to brag (that’s what growing up in rural Denmark does to you), but I’m genuinely proud of how far the site has come—and honestly, just that it’s still going … because I came close to shutting it down more than once.

There’ll be something happening to celebrate it, for sure, but I won’t share all the details just yet—just know it might involve something you can win or buy.

Making the Case for the Weirloom Regular Fit

When I started my own brand, I made the first two jeans productions on pre-order. The idea was simple: make what I could sell—not a lot more. Most of the jeans were spoken for before they even arrived.

With the third production, I did things differently: no pre-order.

This is the successor of the first Weirloom jeans. Same regular fit. Same Italian selvedge denim. Same solid construction. Just with a few “aesthetic” upgrades.

But because I didn’t do a pre-order campaign, I never really got to talk about them. That’s changing now—I’m putting the WL#1 Regular Fit in the spotlight.

If you’re looking for a pair of jeans with a truly timeless fit, made from real denim, built to last, I think this is a pretty good place to start. Go have a look for yourself.

In the Industry? This One’s Relevant for You

2026 also marks ten years since Blue Blooded came out—and that also means it’s ten years since I first visited the denim trade show in Munich called Bluezone. The show takes place twice a year.

I’m not attending this edition of the show myself, unfortunately, due to other obligations—I’ll be exhibiting with Weirloom at a show in Copenhagen that week.

But that doesn’t mean I can’t help spread the good word. So expect a few blog posts and mentions on the show this month.

If you’re already planning to visit, but haven’t registered yet, you can do so here.

Omoto Jeans—What to Know Before You Buy

I’ve just published a new buying guide to Omoto, the Japanese denim brand that launched in 2025, and immediately kicked in the doors at some of the strongest retailers in the scene, including Redcast Heritage, Franklin & Poe, and Cultizm.

In the guide, I break down the three core fits and denims, with notes on sizing, feel, and what to expect long-term.

If Omoto has caught your attention and you’re considering a pair, this one’s worth reading before you buy. Read the guide here.

The Bandana Guide Has Been Refreshed

Over the holidays, I spent some time digging into how content on Denimhunters actually performs. One thing that stood out was the bandana guide. It’s been getting a fair amount of attention, but it was clearly outdated and due for a refresh.

The bandana guide is part of the early work I did with Bryan, when we put together what we called the ‘Well-Made Essentials’—the kind of menswear denimheads gravitate towards (beyond selvedge jeans), such as loopwheeled T-shirts, N1 deck jackets, selvedge denim shirts, raw denim jackets—and, for some, bandanas.

The guide has been refreshed, changing the focus from individual products to brands that make great bandanas. That makes it more useful over time, and it also means links won’t go out of date as quickly—which is better for you, and frankly better for the site too.

If bandanas are already part of your rotation—or you’ve been meaning to add one—this is a good place to start. Find a bandana here.

The post Why I’m Done Building My Newsletter on Rented Land appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site