Back from the Shows, Full of Ideas

This week, I wrapped up a couple of packed days in Copenhagen—visiting CIFF and Mandatory, the two trade shows that anchor our capital’s Fashion Week. I stopped by a couple of parties on my way home, including Hansen’s celebration of their first-ever denim line.

At the shows, reconnected with old friends like Jens Olav, founder of Livid, and Mads Dahlgaard, who’s been in denim since before I knew my weft from my warp. Mads spent more than a decade at Lee, then another at Blue de Gênes. He’s now figuring out what’s next. If you’re hiring—or know someone who is—connect with him here.

I also had a promising chat with the Scandinavian distributor of a major and very influential denim brand. We might meet again in a couple of weeks to talk about how I could help with their marketing.

While in the city, I also stopped by Wardrobe 19 to see their new space. What a place! I tried on a beautiful Aero Highwayman in horsehide teacore, and got a recommendation for a tattoo artist—I’m planning some new ink after a 12-year hiatus.

For Weirloom, I met with a shirting supplier, and I welcomed Asta, my new intern. She’s helping out with Instagram over the next four weeks.

Visiting the shows, talking to several exhibitors, while also thinking about Bluezone and my upcoming visit to Munich, I couldn’t help but reflect on the role of trade shows in 2025 and beyond. And I got this idea I want to share with you.

But first, it’s time for an update on Weirloom:

Last Call for the Pre-Order Price of the ‘Second Edition’

The ‘Second Edition’ of my WL-001 jeans is cut and sewn, packed, and shipping out of Portugal today!

That means the jeans will be in stock soon. And once that happens, the pre-order price goes away.

So if you want in on that, now’s the time to place your order!

Could Trade Shows Actively Create Connections?

Okay, so here’s a thought experiment:

Imagine you’re heading to a trade show, and a few days before you arrive, you get an email with a list of exhibitors to check out—tailored to your needs. That could include new potential partners, based on what you’re looking for and what they offer.

With today’s tools, it’s completely within reach. After this past week in Copenhagen, I can’t stop thinking about how much better shows could be if they shifted just a little toward connection over curation.

If you’re an exhibitor or visitor at trade shows, I’m very curious to know what you think. Hit reply on this email and share your thoughts.

Fade Contenders of the Week

With Indigo Invitational Year 5 starting September 1, now’s the time to pick your next fade project.

If you’re not planning to fade a pair of Weirlooms, here are three solid alternatives, all featured in Denimhunters buying guides:

Iron Heart IH-634S (21 oz.)

The heavyweight benchmark in Japanese selvedge, made for serious wear and strong fades—if you have the patience for it.

Featured in our Selvedge Masterlist, and available at Iron Heart International, Franklin & Poe, Division Road, and Iron Shop Provisions

Brave Star Mojave Western Cut (21.5 oz.)

Made in LA from Gauntlet Japan Selvedge. Affordable, well-built, and ready for 12 months of fading.

From our Budget Selvedge Jeans Guide

Tellason Ankara (16.5 oz.)

Japanese selvedge with a high rise and full thigh—built for hard wear and high-contrast fades. The Ankara is Tellason’s straight leg, but if that’s not your jam, they also have slims, tapered fits, and now also a loose fit called Fredy.

Tellason’s featured in our Fast-Fading Jeans Guide

Free 11 oz. Tee with All SOSO Orders this Month

SOSO’s latest tee is no ordinary tee. It’s made from 11 oz. (365 gsm) Australian cotton jersey—the same mill that makes their denim—and it’s designed to age just like your jeans.

This month only, you get one free with every order! Just pick your size, pick your colour (black or off-white). That’s it.

If you need help putting together a pair of SOSO jeans, I have a guide for you:

New Denim Dudes Website and Subscriptions

When I was getting Denimhunters off the ground, Amy Leverton was working at WGSN. We crossed paths at every show.

Fast-forward to today, and she’s the most in-demand trend forecaster in denim—consulting for Levi’s and some of the biggest mills in the business.

She’s just launched a new Denim Dudes platform that brings her forecasts, cultural analyses, and deep cultural insight into one place.

Subscriptions start at $500/year, with select content still available for free.

Thanks for reading,
Thomas