Long John, Founder
Wouter Munnichs
Long John, Founder


Wouter Munnichs' passion for denim shines through storytelling and brand building.

Deep Dive

Writing about jeans is just one of the many ways Wouter Munnichs has turned his passion for all things indigo into a business. As the founder of Long John, an online fashion magazine established in 2011, Munnichs is tuned into the retailers and brands that emphasize craftsmanship, heritage design and storytelling—qualities he favors in his own fashion and that have established Munnichs as an influencer.

With more than 48,000 followers on Instagram, Munnichs has become a valuable source for professional and casual denim finds to what’s new in the denim world.

And when not writing or posting about the latest in denim and fashion, Munnichs is talking trade at industry events like Bluezone, or consulting with brands to create buzz around their products through creative concepts and events.

What will the denim industry be like in the next 18 months?

I think denim mills will develop fewer but better fabrics; fabrics that are more sustainable and innovative. Brands will focus more on key items and pieces that are made for decades instead of just one season. Brands will work more closely with their retailers.

Retailers will buy less up front, and will restock items during the season. Dedicated partnerships with brands and retailers will be key as they work together to reach a goal. This is how a true partnership should be, in my opinion.

What changes would you like to see in the denim industry as a result of Covid-19?

I hope that everyone in the total supply chain will focus on sustainability and quality in all stages of the production, and that consumers are more aware of what they're buying. I hope they're focusing on durable, quality and more timeless pieces that will last longer. Buy less, but better.

How do you define sustainability in a post-pandemic world?

Creating, producing, and working in the eco-friendliest way possible—from cotton farmers to retailers. But without losing the coolness of denim.

Describe your dream jeans.

My dream pair of jeans is a classic 5-pocket style made of selvedge left-hand fabric, rigid and stitched with tobacco and lemon color thread. It features classic details as V-stitching at the top button, hidden rivets on the back pockets (or bartacks), crotch rivet, belt loops and a leather patch.

And not to forget, made with back pocket stitching as this is one of the most important branding elements on a pair of jeans.

What is your most worn pair of jeans, and why?

One of my most beloved pairs is my first pair of selvedge jeans produced by Old Glory, a sub-brand by Diesel in the early ’90s. I used to work at Diesel during that time and it was my ticket into the denim industry. I was hooked on selvedge and its unique fabric features from the first time I wore those jeans. It made me realize that jeans are not only a simple wardrobe piece, but it represents a way of life. Now, after more than 25 years in the business, I still have the same feeling.

Name one word that best describes denim.