Eternal Blauw: Design Talk
Scotch & Soda have been working on something special: Eternal Blauw, a limited-edition denim series created out of unused premium denim from our past collections. Each of the ten styles has been creatively upcycled into something unique, made with their free-spirited attitude and Amsterdams Blauw denim expertise you know and love. The series is exclusively available to shop at their newly redesigned Berenstraat store in Amsterdam. Take a look.
We had a chat with Imogen Nulty, Denim Director at Scotch & Soda, about their denim range – Amsterdams Blauw – and latest upcycled denim project: Eternal Blauw.
You know denim inside and out... but what do you like about it the most?
For me, the best thing about denim is that there are no limits to the possibilities, in terms of innovation, but also because of the nature of the fabric. It's constantly changing and evolving – there's always something new to discover. Denim is culturally universal, it's for everyone.
So, what makes a good quality pair of jeans?
The fabric and the fit are the most important – the combination of those two things is where the magic really happens.
At Scotch & Soda, we're all about signature details. We love to think about what we can hide on the inside of jeans – unique stitching, pocket details, and hidden messages that hopefully make you smile!
Amsterdams Blauw – your denim line – what makes it unique?
Amsterdams Blauw is our free-spirited denim range made to wear all day, every day – season after season. The Blauw part literally means 'blue', linking to Amsterdam's rich indigo denim culture. What I love about our denim is that we always try to mix opposite influences to make something new and unique!
Amsterdam is considered as the denim capital of Europe – do you get most of your inspiration from the city or from the community, or is it a mix of the two?
There's a rich history of Amsterdam as a denim hub – many major denim brands are based here and the laidback attitude of the city lends itself to denim, there's inspiration everywhere. Our distinct XXX back pocket signature branding is a tribute to the St Andrew's crosses of Amsterdam.
Eternal Blauw is also part of our commitment to The Denim Deal, an Amsterdam-based international collaboration focused on making post-consumer recycling of textiles the new standard in the industry. The idea is to use Eternal Blauw as an experimental think tank to keep testing and pushing innovation around sustainability in denim, that we can filter into our general collection.
read more about Eternal blauw here