Denim.lab is a Dutch denim brand for real denim lovers. It’s part of a growing circle of brands that are currently bucking the price driven market by offering timeless products made with the denim spirit and tradition at heart. Instead of trying to constantly find new designs and an ever faster and cheaper supply chain, the founder Sander van de Vecht follows his own instincts and produces products he likes himself. His motto: the material comes first. Straight from Amsterdam Denim Days, he explains to FashionUnited how it works.

FashionUnited:What exactly is Denim.lab?

Sander van de Vecht: “Denim.lab produces high quality denim collections for men and children. All the material we use for our jeans is made on the classic looms, which is produced the same as Selvedge denim - the highest quality of denim you can get. It’s great to be able to work with such material! But the choice of material is only the first step. We dedicated a lot of time sourcing and combine the best parts for every piece of clothing we produce, such as a selection of Chambray material for the pockets, our cotton micro logo, which is made in France, the dull black studs and our Italian leather patches. And we usually sew our jeans with an indigo coloured thread, which blends into the colour of the jeans. Furthermore, we do not use plastic bags for packaging and every piece of clothing is delivered in a re-usable cotton bag. These details are important for our success and popular with both our customers and our dealers.”

Why did you found Denim.lab?

“In my opinion, there was not a lot on offer for men in the premium segment denim market. There are expensive denim brands, but do they really offer premium denim? I mean, what defines premium denim? The expensive photo shoot and the famous designer name, or the product and what goes into it?”

What is so special about denim – what made you decide to work with denim?

“I am fascinated by the endless potential of denim. Denim, and the many passionate people I work with, never bore me. The many journeys and the constant search for new materials and opportunities can become very, very addictive.”