Brand to meet at Denim Days: Astrid Jansen

Crafting a Responsible Future for Fashion

Designer. Founder. Crafter. Lecturer. These four words capture the essence of Astrid Jansen, the driving force behind her namesake label. Based in Hildesheim, Germany, Astrid runs her

flagship store 31134, complete with an in-house manufactory and studio established in 2018. With a background in fashion design and extensive experience at luxury houses like Jil Sander, she brings precision and craft to every piece she creates.

A Different Path from the Start

Astrid Jansen launched her label back in 1996, right at the start of her fashion studies. What set her apart was a bold decision to go against the grain. While the industry leaned into mass production and questionable practices, Astrid carved out her own path, one rooted in transparency and sustainability. Supported by the Environmental Award for Fashion and Health, she built a brand committed to eco-conscious production long before it became a mainstream conversation.

The brand’s DNA is clear: natural fibers, organic wool, vegetable-tanned leather, and fabrics from certified organic farming. Each piece is cut with zero-waste techniques and designed to last, embodying timeless tailoring while minimizing environmental impact.

Upcycling at Its Core

Discarded fabrics and materials are never seen as trash, they’re raw inspiration. From consumer waste and production leftovers to unused stock and B-grade textiles, Astrid and her team transform what others overlook into something new. Even real fur, often dismissed, is responsibly reworked by her husband and co-founder into bags, accessories, and slippers.

Denim, Reimagined

One pair of old jeans sparked a new direction. Too cherished to simply discard, they became the foundation for Astrid’s denim upcycling journey. Instead of producing new denim, she turned to vintage jeans, reworking them into unique designs.

Her Studio Line features Remake Denim pieces; upcycled collections crafted from carefully selected vintage jeans. Each garment and accessory embodies a reconstructed vision of denim: timeless, responsible, and made to last.

Why You’ll Want to Stop by at Denim Days

At Denim Days, Astrid Jansen will showcase a truly unique upcycling line. Think home slippers made from vintage jeans, denim bags combined with leather, handcrafted belts, and one-of-a-kind accessories from recycled hides and fur. And for those who want to make it personal, Astrid offers a rare chance: bring your own pair of jeans, and she’ll transform them into custom slippers, giving your beloved denim a second life.

Astrid Jansen

Meet Astrid Jansen at Denim Days The Market; Oct. 17 & 18, 2025 - 10am-6pm

Beyond Denim Days, Astrid’s creations can be discovered at her flagship store in Hildesheim, Germany, and online at www.astridjansen.com.