In This DH Weekly: Thoughts on Trade Shows and a Pre-Order Window Closing
Some dates are more than just deadlines. Taking Weirloom to its first trade show feels like one of those moments.
It’s not just a logistical milestone—it’s a meaningful one. Because while the brand is still young, this next step connects all the way back to where my journey started.
There’s also news to share on the product side—about what’s in the pipeline, what’s in production, and what’s ready to ship. Let’s get into it.
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From URL to IRL: Weirloom’s First Trade Show Feels Like Going Full Circle
Trade shows have always been—and will continue to be, I believe—a vital part of the clothing industry. They’re where makers and brands present what they’ve built to the shops and people who help bring those products into the world. And for me, they’re also where it all started.
Next week, I’ll be exhibiting with Weirloom at a trade show for the first time.
The show is called Mandatory, and this is its fourth edition. It’s held in the iconic Øksnehallen venue, right next to the central station in Copenhagen. It’s run by two people who each have more than a decade of experience organising trade shows in our capital. In many ways, it’s the underdog show—but that also makes it more curated, possibly more interesting, and surely easier to navigate.
The show runs from January 28 to 30, and I’ll be there with Weirloom all three days.
It’s taken a lot to get ready. I’m still putting the final touches on my presentation as I type this—building a pitch deck for retailers, sorting out all the logistics, even coordinating childcare with my mother to make sure I can actually be there. This is part of the deal when you’re running a brand all by yourself.
What This Moment Means for Me (and Weirloom)
Mandatory is part of the trade show season (or circus, if you will). A couple of weeks ago, there was Pitti Uomo in Florence. Last weekend, I made a quick one-day trip to Berlin to visit the Union. Paris has been busy this week with Welcome Edition. And next week, while I’m in Copenhagen, Bluezone will be taking place in Munich.
I’ve structured Weirloom around moments like this from the beginning. The goal has always been to build a product that’s good enough to put in front of the best stores in the business—and then put it there.
At the same time, Weirloom is—and will remain—an online-first brand. That’s not just a label—it’s part of the logic behind everything I do. When I introduce new products or variations, I start with pre-orders. I aim to only produce what I know I can sell. That’s how the Slim Fit jeans came to life—and it’s how I’ll continue to operate.
But I also know that most people still want to see and feel a product before they commit to buying it. Especially if it’s from a brand they’ve never heard of. That’s where retailers come in.
Getting stocked by a respected retailer isn’t just about reach—it’s a stamp of approval. A sign that the product is real, and that someone else is willing to bet on it too. It builds trust. It creates exposure. And it gives people a place to walk in, try on the jeans, and see what Weirloom is really about.
Sales strategy is a core part of building a brand. I’m not winging it. I’ve got people in my corner who’ve done this at the highest level—like my mentor Henrik Brund, who took New Balance from literally nothing to the number one lifestyle sneaker brand in Denmark. So while Weirloom is still small, the ambition is real—and the road ahead is one I’ve thought about long before this first trade show.
I can’t help but feel that—even though it’s a worn-out cliché to say—bringing Weirloom to a trade show is going full circle. But that’s because it truly is.
My Way Into the Industry Started at Trade Shows
Back in the late 2000s, I was working part-time at [ei’kon], back then the leading menswear store in Aarhus (the second biggest city of Denmark). We carried raw denim from A.P.C., Edwin, Acne (back when it was actually a jeans brand), and even the first collections from Indigofera.
That job meant I had to learn how to explain raw denim to customers—myths and all. We told people to wait six months before washing. To put jeans in the freezer. It was well-meaning but misinformed. There was no Reddit. No Instagram. Just a few intimidating forums like Superfuture that never clicked with me. It felt like everyone was trying to prove they knew more than you.
But offline, in the shop, or at the trade shows, it was different. That was real conversation. Real people. And I was lucky—my manager at [ei’kon], Per Olsen, saw something in me and brought me along to the shows. The store’s owner, Tommy Rasmussen, became a mentor for me. In fact, he was one of the first people I called when I started working on Weirloom.
Through that job, I attended sales meetings—including with NN.07, when the founders were still building the brand. Through that connection, my wife and I even found our first apartment in Copenhagen, and I landed a job as the menswear buyer and assistant store manager at one of the city’s Samsøe & Samsøe shops.
It was while working there that I went to Bread & Butter in Berlin for the first time, where I saw what this industry really looks like at scale. And it was then I launched Denimhunters. That’s how it all began.
So yes, next week is a milestone for Weirloom, and for this site. But it’s also just the next chapter in a longer story. A story that started at a trade show.
Also This Week: Slim Fit Pre-Order Is Closing
The Weirloom Slim Fit jeans are now in production—and the pre-order campaign will close on Monday, January 26, at noon CET. Until then, you can still get them at 25% off the stock price. After that, they’ll be full price.
Because production has started, quantities are now fixed. Some sizes are already down to the last pair. Once they’re gone, they’re gone—at least for this run. Delivery is on track for week 6, as planned.
The Loose Fit, however, didn’t reach the minimum number of pre-orders to go into production. If you were hoping for it—or even placed an order—thank you. I was looking forward to it too. But I’ve said from the beginning, I only make what I can sell. That approach is how I keep Weirloom sustainable and focused.
If you don’t want to wait and you’re after a timeless straight-leg fit, the Regular Fit is in stock now and ready to ship. It’s made from the same Italian denim as the Slim Fit, with all the same upgrades—branded hardware, woven label, and the signature Weirloom leather patch.
The post Why I’m Bringing My Brand Out from ‘Behind the Screens’ appeared first on Denimhunters.
DENIM and PATCHES sourced this post originally published on this site