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Will New York Rally Around Denim Days? (We Hope So.)

The home of G-Star, Scotch & Soda and Denham wants to bring its denim magic to New York.

The founders of Amsterdam Denim Days, Mariette Hoitink and Lucel van den Hoeven, convened in Manhattan last week to discuss a plan that would bring the B2B and B2C event to New York next fall. Festivities would take place at Basketball City, the current venue of Kingpins New York.

Amsterdam Denim Days is touted as a get together of “denim addicts, brands and buyers to celebrate and share passion, talk about innovation, education and sustainability.”

Since 2014, Amsterdam Denim Days has become a must-attend event for denimheads. The four-day production includes business-to-business trade events Kingpins and WHY by Kingpins, as well as consumer-oriented store events, lectures, films and Blueprint, a unique business-to-consumer expo with food, entertainment and a vintage pop-up shop.

In two years, van den Hoeven said the festival has doubled its attendance to 10,000 visitors. A quarter of visitors are international. And they’re not just coming for drinks and parties, van den Hoeven quipped. He said lectures and seminars are full-booked.

“Brands are not communicating to consumers at all. Amsterdam Denim Days is a chance to do, see and enjoy. Consumers want to know more about denim. They want to meet the owners,” Hoitink added.

Hoitink, van den Hoeven, along with the City of Amsterdam and New York-based Kingpins Founder Andrew Olah, are working to drum up support for New York Denim Days. Brands and retailers are encouraged to take part and help spread the word.

Olah said New York Denim Days would benefit all. He described the event as “a business and a festival; a joy and a business opportunity.”