We hand-pick all products. When you buy something, we may earn a commission.

This Guide Helps You Choose the Right Iron Hearts

Iron Heart is one of those rare selvedge brands that people recognise—even outside denim circles, the name carries weight. That’s because Iron Heart didn’t just pioneer heavyweight denim, the entire brand is built around it.

I first handled a pair in Berlin in 2010, on a trip that convinced me to start this platform. They felt completely different: bold, uncompromising, built like a tank. When I finally wore my first pair years later, I understood why so many were hooked—and I was too.

Founded by Shinichi Haraki to make jeans for Harley riders, Iron Heart still carries that biker DNA. Today, it’s the benchmark for heavyweight selvedge denim, and the brand’s design formula is simple: overengineered gear that rewards dedication with fades and comfort few others can match.

Which Iron Heart Jeans Are Right for You?

When you’re new to the brand, it can feel like there’s a dizzying number of jeans to choose from. In reality, the lineup is pretty straightforward once you understand how the fits and fabrics are organised.

If you want the pure Iron Heart experience, start with the 21 oz. signature selvedge denim. From there, it’s simply a question of which fit works best for you:

634 – the classic regular straight fit, based on the ’66 Levi’s 501 and still the foundation of the brand.

777 – a slim taper with a narrow opening and a clean, modern silhouette.

888 – a high-rise taper that combines room in the thighs with a subtle taper below the knee.

Pick one of these three and you’ll understand why Iron Heart has the reputation it does. But the brand is much more than their signature 21 oz. selvedge.

---

From 14 oz. to 25 oz.: Iron Heart Denims Explained

The Japanese brand built its reputation on heavyweights, but the range is wider than many think. Below are what I consider the essentials.

I’ve worn all of these fabrics myself—some more than others, but at least a year in each pair, except the Vintage Selvedge, which I only have as a shirt.

21 oz. Selvedge

This is the fabric that defines Iron Heart. It’s heavy but surprisingly wearable thanks to the loose weave and double-twisted weft yarns.

One-washed after sewing, it feels softer than you’d expect but still takes time to break in. When the indigo finally starts to give, the fades are long-lasting and distinctive.

25 oz. XHS (Extra Heavy Selvedge)

The extreme version. At this weight, even the sewing machines struggle—needles snap under the strain. It’s denim that takes serious dedication, but the reward is bold, dramatic fades and jeans that feel nearly indestructible and surprisingly comfortable.

The indigo/black version adds a reactive-dyed black weft, producing electric-blue contrasts as it fades.

21/23 oz. UHR (Ultra Heavy Raw)

Raw at 21 oz. and shrinking to about 23 oz. after the first wash, the UHR is one of the stiffest and most unyielding fabrics Iron Heart produces.

For faders who want a serious challenge, this is a legendary choice.

14 oz. Selvedge

Introduced as a lighter option, this denim echoes the weight of vintage American jeans while still carrying Iron Heart’s DNA. It’s easy to wear every day, fades quickly, and makes a great entry point if you’re not ready for the heavy stuff.

There’s also an indigo/black version, pairing indigo warp with black weft for sharper, more high-contrast fades.

18 oz. Vintage Selvedge

A fabric with a more uneven, retro-inspired structure, nodding to mid-century Cone Mills denims. It looks and feels classic but with Iron Heart’s durability built in, making it a favourite for those who want heritage texture in a tougher package.

16 oz. Slubby Selvedge (SLB)

Despite the rugged, super irregular texture, this is one of the softest denims I’ve ever worn. I faded a pair for a full year in the Indigo Invitational Y3, and they’re basically denim joggers now—easy to wear and full of character, with strong vertical contrasts.

---

Finding Your Fit in Iron Heart Jeans

What really won me over with the brand was the fit—specifically the 634. It was my first pair, and it showed me why Iron Heart inspires such loyalty. 

FYI: I use a slightly different fit terminology; I group the jeans into three overall shapes—slim, regular, and relaxed—with straight and tapered options within each family.

Regular Fit: 634

The 634 is Iron Heart’s foundation, based on the ’66 Levi’s 501. It’s a mid-rise straight with the a leg opening that’s wide enough for bulkier boots but not too wide for sneakers.

Slim Fits: 666, 777, 555

The 666, or Devil’s Fit, is a slim straight with a lower rise. It trims down the 634’s lines but keeps its core feel.

The 777 is a slim taper with the lowest rise in the lineup. It narrows sharply from the knee to hem, creating a modern silhouette that pairs well with sneakers or slimmer boots.

The 555 pushes slim the furthest. With its sharp, lean cut, it offers a sleek profile while still being built from Iron Heart’s heavyweight fabrics.

Tapered Fit: 888 and 1955

The 888 combines a high rise with roomy thighs and a pronounced taper. It’s the fit for those who want comfort up top with a clean line below the knee.

The 1955 is based on a mid-’50s Levi’s cut; it sits high on the waist but keeps a fuller vintage top block with a softer taper. It’s more heritage-driven than the 888 but offers a similar balance of room and shape.

---

How Iron Heart Makes Its Jeans

The jeans start with founder Haraki-san’s philosophy of function first. The fabrics are all exclusive to the brand, developed specifically for Iron Heart, and they push this practice further than most.

Fabrics: One-Washing and Fade Philosophy

Almost all Iron Heart jeans are one-washed (all except the UHR). It’s done so subtly that many think they are raw. The goal is to remove shrinkage and stiffness while still letting the denim feel raw.

The 21 oz. flagship selvedge has also been treated to slow down the first stages of fading. It’s not built for fast, high-contrast results; it’s made to be comfortable from the start and to reward patience.

Comfort comes from the double-twisted weft yarns, which add a natural flex and breathability to a fabric that looks unforgiving on paper.

Construction Details

Iron Heart jeans are overengineered down to the last stitch. Tucked and raised belt loops prevent tearing. 

Most models use lined back pockets and have selvedge on the fly, with the 634S as a notable exception. The patch is made of thick leather, there are hidden rivets on the back pockets, and chain-stitched hems, poly-core thread, and heavy-duty hardware is all part of the package. 

The result is jeans built not for one season but for years of hard wear.

Good to Know When Buying Iron Hearts

Sizing and shrinkage: Because almost all Iron Heart jeans are one-washed, shrinkage isn’t a concern. On the contrary, some of the denims, especially the 21 oz., stretch with wear. A snug fit on day one usually relaxes into comfort. The brand publishes detailed measurement charts for each drop, and these should be trusted over guesswork.

Break-in and fades: The 21 oz. selvedge is the best entry point. It is stubborn early, then settles into long-haul comfort with steady fades. The 25 oz. XHS requires serious commitment but produces extreme contrasts. If you want quicker results, the 14 to 18 oz. denims fade faster and wear more easily without losing Iron Heart’s identity.

Care: Wash when needed. Turn inside out, use cool water and mild detergent, and hang dry. Washing will not ruin fades—it actually helps to clear out grime that wears fibres down.

Customer service: Iron Heart International—founded by Giles Padmore and now run by his son, Alex—has built a reputation for proactive support, which includes reaching out to new customers to confirm measurements before shipping. The whole experience feels a step above what you’ll find elsewhere.

Shipping and duties: Iron Heart International operates from the UK. The brand has long handled cross-border sales by collecting duties and taxes up front, and the price you see is the price you pay.

Hemming and repairs: Iron Heart offers free chain-stitch hemming on all orders and free repairs for life on their denim products. It’s a rare service in the industry and a clear sign of how committed they are to keeping their jeans wearable for years. Learn more here.

Ready to Fade a Pair of Iron Hearts?

This isn’t something you dabble in. Once you put on a pair, you’ll understand why people build entire wardrobes around the brand. The fabrics are exclusive, the details are overengineered, and the fits are tuned for both heritage and modern tastes.

They are not the cheapest jeans you’ll ever buy, and they are not the easiest to wear in. That’s intentional. They’re built for the long haul, rewarding patience with comfort, character, and fades that stand apart from the rest.

If you’re ready to see what heavyweight selvedge can do, this is where you start.

The post Getting Some Iron Heart Jeans? Read This Before You Buy appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site

In his Fall 2025 ad campaign Tommy Hilfiger races into the season with “The Hilfiger Racing Club. The campaign, featuring Claudia Schiffer and Nicholas Hoult, shifts classic American preppy into overdrive.

The Fall 2025 collection draws inspiration from New York City, returning to the brand’s home base to reinterpret preppy codes with an updated sensibility. 

“The Hilfiger Racing Club” extends Hilfiger’s ongoing narrative of experimenting with prep culture while reinforcing its ties to both tradition and reinvention. The campaign connects heritage with new creative contexts and places its stars in a setting where fashion and motorsport collide.

Available worldwide throughout the season, the Fall 2025 collection can be found in Tommy Hilfiger stores and online. as well as at Farfetch women/men, and at Macy’s women/men.

The post Tommy Hilfiger – “The Hilfiger Racing Club” first appeared on Denimology.

DENIM and PATCHES sourced this post originally published on this site

Masada Jeans’ founder, Laurent David Vannucci, travels the earth and the seven seas in search of rare vintage denim. He carefully selects pieces for their exceptional quality and unique history.

Not only is the brand all about sustainability, but we also thought their washing process is quite unique and definitely worth looking into,

Vannucci doesn’t just sell the “ready made” denims. Actually, he takes each piece, redesigns, modernizes, and re-cuts it in their workshop in Tel Aviv. The reconstruction and treatment include sun exposure, and includes fading and washing the jeans with the salt from the Dead Sea. And all this is done physically in their workshop.

Masada treats each pair of jeans in an eco-responsible way with the abrasive salt crystals from the water of the Dead Sea. This wash treatment is claimed to conserve over 97.5% more water than traditional denim manufacturing washes.

Masada isn’t only about jeans, though. But also includes shirts, jackets, hoodies, sweatshirts, t-shirts, and accessories in their collections.

Masada Jeans are available to shop for on their website (with global access). And if you happen to be in Tel Aviv, make sure to pass by the brand’s brick-and-mortar store on Nachalat Binyamin Street.

We really became curious about this whole salt-washing process and wanted to find out more about. Stay tuned for our Q/A with Laurent David Vannucci coming up here @Denimology soon.

The post Introducing: Masada Jeans Made In Israel first appeared on Denimology.

DENIM and PATCHES sourced this post originally published on this site

The Ksubi by Alice Hollywood is a bold 14-piece capsule described as a love letter to the gaudy denim era of the early 2000s. The collab channels Southern Californian roots, merging the grit of skate culture with Ksubi’s street-meets-luxe DNA.

This special collection is a collaboration between Ksubi, Australia’s rebellious streetwear icon, and Alice Hollywood, reflecting neon nostalgia and over-the-top denim energy.

The Vibe:

Think exaggerated early 2000s denim – loud, playful, and unapologetically maximalist. Vivid washes, eccentric cuts, exaggerated textures, and a vibrant array of retro expression.

The 14 piece limited capsule collection will be available globally as of September 24th, 2025.

Can’t wait and are lucky enough to live in NYC? Here’s some great news for you:

You can shop for more fun and “outrageous” pieces from Ksubi’s Fall/Winter 2025 collection here.

The post Ksubi By Alice Hollywood – Capsule Collection first appeared on Denimology.

DENIM and PATCHES sourced this post originally published on this site

Levi’s® Vintage Clothing (LVC) – 1901 “Japan” 501® is part of Levi’s Vintage Clothing line, which reimagines iconic archival models with modern authenticity.

This particular model uses premium Japanese selvedge denim, renowned for its texture and quality, giving the 1901 design new life with refined tailoring and vintage accuracy.

While now taken for granted, the earliest iterations of the blue jeans didn’t initially offer two back pockets. Levi’s^® Vintage Clothing unveiled the 1901 “Japan” 501^® Jeans, representing a pivotal moment in denim history when the fifth pocket was added to the classic 501^® jeans design.

These historically significant jeans celebrate Japanese craftsmanship, especially now that all of LVC’s Shrink-to-Fit fabrics are being produced in Japan,  marking another chapter in LVC’s commitment to preserving authentic American workwear heritage.

The 1901 “Japan” 501^® Jeans capture both a pivotal moment in denim history and Japanese denim artistry. Made from Shrink-to-Fit Plain Selvedge Denim, these high-waisted, relaxed-fit jeans are reproduced with Japanese craftsmanship. While the jeans are made in Japan from Japanese selvedge denim, every single archival detail like back leather patch, rivets, packaging, and even the stamping on the buttons, is translated into Japanese.

Each pair includes a note detailing the historical significance of the fifth pocket addition. Its unique design details include two back pockets with exposed rivets, center-back cinch, suspender buttons, “Two Horse” leather patch, crotch rivet, and single-needle arcuate stitching.

“The 1901 501^® Jeans represent an important evolution in denim history, as it’s the year we added the fifth pocket that would become standard on jeans forever,” said Paul O’Neill, Design Director, Levi’s^® Vintage Clothing. 

To sum it up, the LVC editions go beyond fabric – every detail is localized. The leather patch, red tab, rivets, buttons, packaging, and even the tag wording are rendered in Japanese, creating a distinctive collectible.

The LVC 1901 “Japan” 501^® Jeans ($495 USD) are available on Levi.com, the Levi’s^® App, and in select Levi’s^® Stores.

The post Levi’s® Vintage Clothing – 1901 “Japan” 501® first appeared on Denimology.

DENIM and PATCHES sourced this post originally published on this site

We’ve hand-picked all products. When you buy something, we may earn a commission.

Denims, Fits, Sizing, and More: Everything You Need to Know Before Buying Brave Star Jeans

Brave Star is the Los Angeles denim brand that made raw selvedge jeans affordable without cutting corners. Founded in 2005 around Cone Mills White Oak denim, it was one of the first all-selvedge, Made in USA labels.

The brand was forced to pause after the 2008 financial crisis, sold off to a conglomerate, and then triumphantly bought back by founder Mik Serfontaine in 2012. A year later, Mik relaunched his brand through Kickstarter—and has been cutting and sewing jeans in the LA factory ever since.

Today, most fabrics come from Japan’s shuttle-loom mills, with occasional deadstock Cone drops. Jeans are sewn in Los Angeles and sold only through the Brave Star webshop—or at their LA showroom.

Picking Your First Pair of Brave Stars?

Brave Star’s line-up can be a bit overwhelming at first glance, but if you start by focusing on fabrics and then fits, choosing your pair will get easier.

I’ve highlighted what I think are the standout fabrics and fits below to give you a clear sense of what Brave Star does best.

---

Popular Brave Star Denims

The LA-based jeansmaker offers a variety of fabrics, from mid-weights to ultra-heavyweights, but a few have become cornerstones of their range. Here’s a small handful of selvedge denims that’ve come to define Brave Star:

Deadstock White Oak (USA)

The brand launched in 2005 with Cone Mills White Oak fabrics at its core, and remarkably, they still have rolls of denim left. With the mill now closed since 2017, every release is finite — once the last roll is gone, it will never return.

The 14 oz. Golden Handshake was their clearest link to America’s denim heritage. It’s essentially sold out now, with only a few sizes lingering, but it shows how Brave Star made historic fabrics accessible at unheard-of prices.

Other drops keep White Oak alive in different ways. The 10 oz. Prospector reissues the lightweight 2×1 twills used in early 1900s buckle-back jeans, complete with plain white selvedge and a mid-blue shade that predates coloured IDs.

The 12 oz. Woodsman represents one of White Oak’s last innovations: a right-hand twill blending 81% recycled cotton with 19% wood-pulp fibre. It’s a denim that balances authenticity with sustainability.

You can also read more about White Oak and its history here.

---

21.5 oz. Gauntlet (Japan)

At a solid 21.5 oz., these are not for casual wearers. Woven with rope-dyed indigo and a 3×1 left-hand twill, the fabric feels like denim armour at first. However, thanks to long-staple cotton, it softens after only a couple of weeks, making it far more wearable than its weight would suggest.

Indigo chips off quickly at seams and stress points, delivering early high-contrast fades. If you have been waiting for a heavyweight challenge, this is it.

---

25 oz. Sumo IV (Japan)

The ultra-heavyweight of Brave Star’s line-up. This 25 oz. right-hand twill denim is rope-dyed to a deep indigo and built from extra-long staple cotton for strength.

Finished with red selvedge ID, vintage-style hardware, and a hefty veg-tan leather patch, the Sumo IV is as serious as raw denim gets. It sells out fast, but if you can grab a pair, they are a true collector’s piece.

Check out all Brave Star’s heavyweight selvedge here, or …

---

Core Brave Star Fits

The brand’s fits cover everything from classic straight legs to modern tapers. Here are the most relevant cuts to consider if you are looking for your first pair:

True Straight

A regular rise with room in the seat and thighs, tapering only slightly from the knee down. It’s Brave Star’s cleanest, most versatile straight fit, finished with an 8.25-inch hem that works well with boots.

---

Mojave (Western Cut)

One of Brave Star’s newest fits, inspired by mid-20th-century cowboy silhouettes. With a subtle knee-to-hem gradation, it is built to sit cleanly over work or Western boots, reviving a classic American profile.

---

Slim Straight and Slim Taper

The Slim Straight keeps things lean without going tight, while the Slim Taper narrows more sharply below the knee for a modern silhouette. Both are popular entry points for guys who want a trimmer fit without sacrificing comfort in the seat and thighs.

---

How Brave Star Makes Its Jeans

The jeans are cut and sewn in their own Downtown LA factory, using selvedge denim from Japan’s leading mills and Cone Mills deadstock when available.

Hardware comes from Kentucky, leather patches are stamped locally, and stitching is done with durable red-orange core-spun thread.

The key to their value is the direct-to-consumer model. There are no retailers. You either buy in-stock jeans from their website or showroom, or you join a pre-order batch. Pre-orders give early access to unique fabrics at the lowest price, but delivery takes longer.

The pre-order model reduces waste, funds small-batch production, and keeps Brave Star’s jeans firmly in the $118–$168 range—instead of the $250+ you’d expect for Made in USA selvedge jeans.

---

What to Know When Buying Brave Star

Sizing: Brave Star jeans run close to tagged size, but check the charts carefully—waists can stretch an inch or even two with wear. Rises on slimmer fits sit lower than on heritage cuts, so if you need extra height, the Strongman or Mojave are safer bets.

Break-in and Fades: The fabrics start stiff, but will soften with wear and wash. Left-hand twills like the Gauntlet fade faster, showing seam chipping and pocket wear within months. In general, the denims are more about clean, high-contrast fades than wild slub textures.

Shipping: Brave Star ships all orders with USPS, and domestic orders include tracking. For international orders, once they leave the US, they are handed off to the local national postal services (Deutsche Post in Germany, Royal Mail in the UK, etc.). Tracking on international orders may be unreliable at that point, and Brave Star does not take responsibility for lost or delayed parcels. International buyers should also expect to pay customs duties and local VAT.

Hemming: You can opt for chain stitch hemming on a vintage Union Special 43200G. The machine produces the roping effect that denimheads prize. Customised inseams are final sale, but for buyers who want the full vintage detail, this service is a valuable option.

---

Ready to Add Brave Star to Your Rotation?

Brave Star has built its reputation on combining raw selvedge denim, simple construction, and a price point that undercuts most of the market. You get a direct line to the makers in Los Angeles, with options that range from deadstock Cone to ultra-heavy Japanese fabrics.

They are not the most experimental jeans out there, but if you want a reliable pair that will break in fast and fade hard, Brave Star delivers.

The post Brave Star: Heavyweight Jeans Without the Hefty Price Tag appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site

Let’s talk about German denim brand, JOOP! Jeans today!

JOOP! is a German luxury fashion house founded by designer Wolfgang Joop in 1986. The brand became known for its bold, expressive style and offerings ranging from fashion and accessories to homeware and fragrances.

In 1988, the brand introduced JOOP! Jeans, a secondary denim and sportswear line offering ready-to-wear jeans and casual pieces.

While the original jeans line was discontinued in the late 2000s, the JOOP! Jeans concept has since been revived, aligning with the brand’s heritage of urban coolness, progressive lightness, and contemporary denim looks – embracing its reputation for a bold and confident style.

In 2020, a capsule collection titled Re-Invent 1988, reintroduced retro elements like the original logo, vibrant color inserts, garment-dyed finishes, and Art Deco-inspired branding. All paying homage to the brand’s roots.

When JOOP! Jeans launched in 1988, some of the production was indeed closer to home, with certain pieces cut and sewn in Germany and Italy included. However, denim manufacturing is resource-intensive, and Germany never had the same large scale denim infrastructure as countries like Italy, Japan, or the U.S.

So, like many fashion brands, JOOP! shifted a lot of denim production to Turkey, Eastern Europe, and parts of Asia.

JOOP!’s Fall/Winter 2025 campaign is showcasing the brand’s modern aesthetic, It is rooted in London’s juxtaposition of tradition and contemporary vibrancy. Think Savile Row tailoring meets Portobello Road’s eclectic energy, merged with a confident urban sensibility. You can check out the campaign video below:

Behind the scene images:

You can shop for JOOP! Jeans on their website and at Farfetch women/men.

The post JOOP! Jeans – Fall/Winter 2025 Ad Campaign first appeared on Denimology.

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!

Inside Bluezone’s September 2025 Edition: What Changed, What Worked, and What’s Next

Going to trade shows has been part of what I do for over a decade. And honestly, it’s one of the things I enjoy the most working with denim.

Sure, it was the product that got me hooked. But it’s the people that have kept me around.

The denim industry is different from the rest of the fashion world—it’s more open, more friendly, more grounded. We laugh a lot. We help each other out. There’s this little denim gang of ours: people like Wouter, Robin, and not least my very good friend Ruedi, who I always meet at shows like Bluezone.

I’ve been going to the denim show in Munich since 2016, when they invited me to promote Blue Blooded. Back then, I did a little launch tour for the book, with events in Copenhagen, Stockholm, New York … and the Bavarian capital. And I’ve been attending pretty much every edition since.

So if you’ve been following me for a while, you’ve probably heard me mention Bluezone before. I wrote about some of the recent changes at the show in this article, including the new venue layout and updated positioning within Munich Fabric Start.

The Autumn/Winter 26–27 edition of the show was held on September 2-3—and, of course, I went there.

After walking the show floor, talking to visitors and exhibitors, and reflecting on what’s changing in the industry, here’s my recap of what stood out.

Culture, Concepts, and Conversations

Before we dive into what exhibitors and visitors had to say, it’s worth highlighting a few elements that added depth and inspiration to this edition of Bluezone.

One of those was the Homegrown Legends installation—an exhibition space celebrating the denim heritage of the German-speaking (DACH) region. It brought together three standout contributors:

• Ruedi Karrer (@swissjeansfreak) showcased jeans from Switzerland and Germany, representing the region’s homegrown passion for raw denim and long-term wear.
• Erwin Licher, one of Germany’s most prolific denim pioneers, exhibited pieces from his carrer that illustrate the country’s deep and diverse denim history.
• The Levi Strauss Museum in Buttenheim presented an impressive and inspiring display that connected the global story of denim and Levi’s back to its Bavarian roots. Levi Strauss was born in Buttenheim, and the museum’s contribution reminded visitors of the region’s foundational role in the history of jeans.

At the Trend Zone—curated by Tilmann Wröbel (of Monsieur-T. Studio)—offered a forward-facing counterpoint. Of the four trend stories on display, one of the most provocative was an exploration of ultra-low-rise jeans with exaggerated crotch drops and exposed rears. Bold, confrontational, and undeniably attention-grabbing.

And finally, this season’s seminar space was one of the best I’ve seen at Bluezone.

Centrally located but tucked behind a translucent curtain, it struck a perfect balance between visibility and acoustics. I even had the pleasure of hosting a talk on denim and social media—with my good friend Wouter Munnichs joining me on stage as guest speaker.

The Trade-Off of a More Central Location

Some of the feedback I heard echoed what was already floating around in the aisles: The new setup works, but it feels different.

The carpets were blue. The rest of the show had purple ones. But was that enough to make it feel like Bluezone?

A few exhibitors and visitors I spoke with suggested the show could benefit from stronger visual cues—things like blue booth walls, signage, or even a few bales of denim to bring back some of the soul that defined the original Bluezone halls. The MOC venue is functional and spacious, yes, but it lacks some of the character of the original Zenith location.

For those of us who’ve mostly lived in the Bluezone corner of the show for years, this transition is tangible. I’ve personally only been to the main MFS show once before—because I was always too busy in Bluezone.

But here’s the thing: Is that character really what matters?

The denim market is tough right now. Everyone—mills, brands, makers—is under pressure. And in that context, streamlining things and making the logistics simpler might actually be a smart move. At the end of the day, shows aren’t holidays. They’re about business. They’re about orders. And from that perspective, the new setup seems to be working.

Of course, it’s not to say location and atmosphere are irrelevant—they absolutely matter. But in this case, I think it’s a sacrifice worth making. And I’d wager many of the exhibitors would agree.

How Exhibitors Are Reacting to the Shift

Three of the exhibitors I spoke to were Realteks, Sharabati, and Arvind. They represent different segments of the market: Turkish and Indian production, vertically integrated and fabric-only, price-driven and premium.

Their reactions reflected both optimism and realism. All three were positive about the location from a logistics and setup perspective. But each had nuanced views about timing, turnout, and the kind of value a show like this needs to deliver.

Hans-Bernd Cartsburg from Realteks noted strong traffic and praised the new location’s proximity to the FABRICS section of the show, saying it’s now easier for visitors to find everything in one place.

Dr. Dilek Erik from Sharabati pointed out that, while they no longer felt the “denim spirit” of Bluezone as strongly, the function of the show was well executed, and allowed them to meet nearly all of their German clients over two days.

What Visitors Said About the New Setup

Visitors I spoke to shared many of the same observations. They appreciated the convenience and the efficiency. But some were missing a stronger denim identity. And at least one was looking for more non-denim casual menswear.

That last point is interesting. For those of us who usually spend all our time in Bluezone, the broader MFS show is a bit of an unknown. I’ve only walked it once myself. And while I expected to see more casual brands and offerings, it’s clear that MFS is mostly geared toward other segments.

Still, there’s a real opportunity here for Munich Fabric Start: As the lines between formal and casual continue to blur, more brands are looking for the kind of elevated casualwear that doesn’t fall neatly into the ‘denim’ or ‘tailoring’ buckets. That might be an area to grow.

Why It’s Still Worth Showing Up at Bluezone

The general mood among the exhibitors I spoke with was constructive.

Some were long-time supporters of the show; others were there for the first time. While nobody could say for certain whether they’d return in January—those decisions always depend on timing, budgets, and strategy—no one had complaints about the setup or how the show was run. And that, in itself, speaks volumes.

The exhibitors who continue to show at Bluezone—and the new ones testing the waters—are betting on the platform. They show because they see value. And as the show continues to evolve, it’s worth listening closely to what they’re asking for: more energy, more denim identity, and a little more soul.

As the show continues to evolve, it’s worth listening closely to what they’re asking for: more energy, more denim identity, and a little more soul.

At least I’m planning to be back at Bluezone when it returns in January 2026. To stay in the loop, follow Bluezone on Instagram.

The post Show Recap: After the Leap, Did Bluezone Find Its Footing? appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site