How Denimhunters Became a Proper Content Business—and Why I’ve Written This New Guide
I’ve just published what might very well be the most ambitious guide I’ve ever written: a structured overview of the best raw denim brands from around the world.
It’s something I’ve wanted to do for years—the reason it exists goes back to early 2020.
Before COVID, I was making my living freelancing for the biggest fashion group in Denmark. But like a lot of freelance work at that time, the pandemic killed it more or less overnight.
The situation forced a decision that changed everything.
Turning Content Into a Business
I’d been running Denimhunters for almost a decade, but I was still treating it more like a side project than a business. I had started experimenting with affiliate—not in a structured way, but enough to see the potential. And that made me wonder:
What if I could actually make a living by doing more of what the site was already doing—helping people find the right jeans?
That became the foundation for how I’ve worked with content ever since. It didn’t happen overnight; it’s taken years to build to a point where it actually supports a living. But until now, there was still something missing—something that might unlock the next level.
Two Types of Content—and the Missing Piece
The content on Denimhunters has gradually taken on two clear roles:
One is educational. That’s the Denim Encyclopedia, where you can learn about what denim is, how it’s made, how indigo works. It’s for when you’re still learning.
The other is decision-focused. Buying guides that help you choose between options—brands, models, where to buy. That’s where the business side comes in. Content that helps you make a decision you were already trying to make.
We have deep dives into brands. We have guides comparing specific products. But no clear way to navigate brands. If you wanted an overview, you’ve had to piece that together yourself.
How I Built This New Brand Guide
The new guide brings together a broad selection of raw denim brands across Japan, the US, and Europe.
The structure is very deliberate. For each region, I’ve picked a handful of brands I go deeper on—brands I’ve worked with over the years and that I know readers keep coming back to. Beyond that, there’s a wider layer of brands included more briefly, so you still get a sense of the full landscape.
In a perfect world, every brand would get the same level of detail. But that’s not realistic—not if this is meant to stay usable as a single article. So this is the format that makes sense right now.
The guide is meant to be an entry point into raw denim. If you’re new, it gives you a way into the landscape of denim brands. If you’ve been around longer, you’ll recognise most of the names already—but now they’re all in one place.
The post Why I (Finally) Built a Guide to Raw Denim Brands appeared first on Denimhunters.
DENIM and PATCHES sourced this post originally published on this site