Amsterdam-based nonprofit the House of Denim Foundation is on an assignment to make denim more sustainable and smarter through education and community.
House of Denim Foundation’s subsidiary Denim City founded an innovation campus in Amsterdam in 2014. Now, the Denim City footprint is extending to Brazil with a new location in São Paulo, opened last fall.
Like the location in the Netherlands, Denim City São Paulo is focused on connecting the next generation of denim creators with the leading minds in the field to drive sustainability. An on-site academy enables professionals and graduates to learn about topics such as techniques in laundry, the basics of denim production and how to position a denim brand.
Denim City São Paulo also focuses on experiences for the industry and the local community, with eateries, events, workshops and coworking space.
TENCEL™ Denim is proud to support Denim City São Paulo as a sponsor with a growing presence in South America and collaborations with local partners.
Denim City São Paulo is the result of the initiative of a group of entrepreneurs who sought in Amsterdam the model of enterprise that will strengthen the sector in Brazil, preparing it for the challenges of the contemporary world. It will be the second Denim City in the world and the first outside the Netherlands.
The goal is to bring the main players in the jeans industry under one roof, forming a hub to develop innovation, sustainability, education and business initiatives. In this way, the conditions are created to consolidate Brazil as a pole of global importance for denim.
Through a 4,800-square-meter space that includes showrooms, coworking, three restaurants and a concept store. In addition, it houses the Denim City Academy, which is a mix of school and jeans workshop designed to disseminate the knowledge necessary to raise the technical and practical standard of the industry, reduce the environmental impact and foster innovation and education, collaboration and co-creation.
Despite the care and limitations imposed by the current situation that we experience, the response of the public and the showrooms present in the space has been very positive, with an important frequency of brands, companies and students, as well as with hybrid events that take advantage of the DCSP structure for a limited number of participants due to audience restrictions and broadcast online to all their customers.
Denim City’s primary goals are education supported by innovation, sustainability and connection. With that, Denim City intends to raise the technical standard of the sector, reduce the environmental impact stimulating the adoption of more sustainable innovations, uniting the denim industry under one roof, connecting and inspiring stakeholders, to bring an industry ‘Towards a brighter blue.’
Working together with the various players in the sector looking for more modern, smart and sustainable chemical products for the laundry, showing that the initial impact of the unit cost of modern and efficient products is not reflected in the final cost of the processes, as they save water, inputs, time and minimize waste treatment costs.
