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Brand Buzz at Blueprint Festival in Amsterdam

Amsterdam Denim Days’ b-2-c concept was in full force last week, offering brands (large and small) the opportunity to speak directly to their end users. Here’s a look at some of the highlights from the two-day event.

Wrangler Europe gave attendees a sneak peek at its 70th anniversary collection, which is a homage to the brand’s most successful collaboration, the 1970’s collaboration with psychedelic artist Peter Max. The brand pulled out some memorable designs from its archives, which were on view, to create modernized versions of styles from the original collection, including cropped denim jackets and bell bottom jeans. The 20-piece collection will roll out beginning May 6 at Corso Como in Milan and other European designer boutiques, followed by additional drops in August and November.

Guests posed for Calvin Klein Jeans, which set up an Andy Warhol-inspired photo booth. The brand presented its summer denim range, focusing on denim shorts and classic jean jackets.

Denham the Jeanmaker celebrated the opening of his 22nd store in Japan on Friday with a booth display of Japanese selvedge denim. Attendees could nab a pair of selvedge jeans and sip Denham sake.

Inspired by the Fall ’16 carnival-like runway show, Tommy Hilfiger entertained guests with arcade games and popcorn. The brand showcased its collection of star and striped jeans and 90s washes.

Design consultancy Braincan Studio presented dynamic collections that pushed the boundaries of denim. The company works will fabric mills and designers to develop untraditional denim concepts based on fashion history and archival designs. Highlights included a denim tapestry made with laser and bespoke suiting.

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G-Star brought its second collection of 3-D denim to Blueprint. The collection, made by G-Star Raw’s innovation laboratory led by artist and designer Aitor Throup, is based on the ergonomic study of the human body in motion.

Dutch label Scotch & Soda offered a limited edition sweatshirt. The Dutch brand presented highlights from its spring collection in a picturesque wheat field.

Kings of Indigo showcased its take on the deconstructed denim trend with a collection of unique pieces. Highlights included pleated culottes and patchwork jackets.

Seven Senses featured its luxury selvedge denim fabric as well as its new line of machine made denim called Reclaimed Senses. The company revitalized old power looms in remote villages north of Delhi to create the line of selvedge denim made with organic cotton and 100 percent natural indigo dyes.