Floored and Back Again

What is up, denim peeps!?

So the last four newsletters have been all about Weirloom. This one is not.

“But Thomas, you JUST mentioned your brand, again?!?”

Right, you got me—but can you flaunt a dude for wanting to spread the word of his new “baby”? 😄 So let me get the Weirloom promo out of the way:

If you haven’t already checked it out, I’ve launched a brand. The name is a play on “wearable heirloom”, because my goal is to make stuff that’s so good you’ll want to hand it down to your kids.

It starts with one pair of jeans, made in Portugal, in small batches, from Italian selvedge denim, and sold on pre-order. The raw and unwashed ‘Second Edition’ is now available to order right HERE.

Done. Moving on to some news about Tellason and Bluezone. But first, besides holidaying, besides launching a brand, there’s something else happening in my life …

We cut a corner in our house—fixing it’s hard!

Back in October 2019—before COVID hit, with our youngest still a newborn, in a different world it seems—my wife and I saw the house we live in now for the first time.

We fell for it immediately!

A midcentury wooden house with big windows—clearly inspired by Japanese architecture—and a lovely private garden, in a nice area north of Copenhagen.

But the house had these big, clunky radiators mounted above the windows—not very effective. So we decided to install underfloor heating.

And here’s the mistake: we spent our budget on a nicer kitchen (that I do love), which meant we could only afford to put in new floors in the kitchen and living room, NOT the rest of the house.

So here we are, five years later, and we’re fixing that.

We’d planned to do it in the spring. Then it got bumped to autumn. Then we said, “Why not do it during the summer—while we’re away on holiday anyway.” Of course, that also coincided with the launch of Weirloom.

So right after I’d sent out the ‘First Edition’ pre-orders in the end of June, I started tearing up the floors myself—and it almost killed me!

It’s now a week since we got home, and the work’s delayed—it’ll be another two weeks (or more) before we can move back in.

All our stuff is in storage, I’m working wherever I can find a plug socket, and we’re bouncing between friends and neighbours while the house is a construction site.

Which brings me to the newsletters: The past four editions were mostly written ahead of time—before the floors came up, before we went on holiday. I did update a couple along the way—like the one about Bryan’s Piger collab jeans.

So this one’s about something else: Tellason and Bluezone.

Tellason Partners with Denimhunters (Again!)

If you’re into denim—even just starting to explore the scene—you’ve probably come across Tellason. The San Francisco-based brand has become a household name, not just in the world of selvedge, but in quality menswear more broadly.

We’ve partnered with Tellason before—and now they’re back for another three-month partnership.

To kick things off, I want to look back at what we’ve already published about the brand, which includes these five in-depth articles:

• Tellason’s Five Most Iconic Products: A Buying Guide

• An Island in The Bay: Tellason Brand Profile

• An American Tale: How Tellason Jeans Are Made

• Pocket Rocket: Tellason Coverall Review

• Review of Tellason’s Lined Jean Jacket

Together, these five articles trace Tellason’s path from its 2008 founding in San Francisco to its place today as one of the most respected names in American-made denim.

They dig into what makes the brand stand apart: It’s long-standing commitment to local manufacturing, refusal to chase trends, and focus on well-made menswear that ages with you.

We’ve looked at how they pivoted from Cone Mills to Kaihara without compromising quality. We’ve told the story behind cult pieces like the Coverall jacket and their lined Jean Jacket. And we’ve highlighted the loyalty they’ve earned by doing things their own way—and doing them consistently.

For the coming months, Tellason will once again be top-of-the-feed on the site as I’ll be writing some new content about the brand and its gear, including a jean review and a look at their shirts. Stay tuned!

The Next Chapter for Bluezone and Me

Apparently, this is the “looking back” edition of the newsletter. But earlier this spring, a bombshell dropped in Munich—and like everyone else who’s worked with the city’s denim show, I’ve found myself reflecting on how it all started.

It’s been nine years since my first visit to Bluezone. Back then, I was fresh off the launch of Blue Blooded, my first book. I’d been promoting it in Copenhagen, Stockholm, and New York, and then I got invited to Munich—a city I mostly associated with my other great passion, BMW. It became the start of a long and collaborative relationship with the show.

Since then, I’ve been back many times, helping tell the Bluezone story, bringing others into the fold (like Wouter from Long John and Robin Denim), and building a strong connection with the people behind it.

The show has always stood out for its easygoing vibe, clear focus on quality, and smooth organisation—everything runs the way it should, without the stress and noise you sometimes get at other fairs.

Much of that experience, for me, was tied to one person: Sebastian Klinder. As managing director, he’s been my main point of contact since the beginning. Until earlier this year, when he stepped down.

The good news? His brother, Florian, has stepped into the role, and after two productive and fun meetings with him, I’m confident our partnership will continue to thrive and even flourish. I’m excited to keep working with Bluezone—and to keep sharing what makes the show such a special part of the denim world.

There are some big changes on the horizon, too—and I’ll be writing more about what’s planned for the next edition of Bluezone in the coming weeks.

In the meantime, registration is open for the upcoming show in September.

Thanks for reading—and for sticking around through the dust and detours. More to come soon.

All the best,
Thomas