Everything, Everywhere, All in Denim

It’s been one of those weeks where everything seems to be happening at once—in the best possible way:

• The ‘Second Edition’ WL-001 jeans arrived (and will soon be shipping out)

• I’ve got news about a big shift at Bluezone

• Been out shooting for both Tellason and Weirloom

• … and I’ve pulled out three strong fade contenders from buying guides for the next Indigo Invitational.

A lot of moving parts, but all good energy—so let’s get to it.

WL-001 Shipping: Beat the August 29 Duty Change

The ‘Second Edition’ of my WL-001 Weirloom jeans arrived in Denmark yesterday, and I’ll be shipping out orders

As Heddels reported in a newsletter last week, the US’s de minimis import rule is about to disappear. From August 29, all imports into the US—no matter how small—will be taxed. That means buying jeans (or anything else) from outside the US will suddenly get more expensive.

If you’re in the US and you order the ‘Second Edition’ WL-001, I’ll do everything I can to get them shipped and delivered before August 29 so you can avoid these new duties. But that clock is ticking.

A Timely Shift Makes Bluezone Even More Relevant

I’ve been working with Bluezone to spread the word about the show since 2016, and this September’s edition brings the biggest shift I’ve seen yet.

What’s changing—and why does it matter for visitors and exhibitors? I cover it all in my new pre-show article, along with a curated list of denim-focused exhibitors you’ll want to check out.

Behind the Lens for Tellason (the Banh Mi Shoot)

This week, I was back in my old neighbourhood shooting for Tellason again with my brother-in-law (and go-to “model”), Frederik. You might remember his face from my review Tellason lined denim jacket. When he’s not “modelling” for me, he’s fresh off finishing his master’s in physics (with straight As!) and now looking into starting a PhD.

I’m calling this one the Banh Mi shoot, since we did it while getting lunch at District Tonkin’s spot at Nørrebros Runddel—just around the corner from our old apartment, close to where Frederik lives now. We both had the BBQ pork.

The first of three sponsored Tellason articles, which will feature more images from the shoot, is coming soon.

“What’s Weirloom?”

Earlier this week, I also stepped in front of the camera—filming a series of short videos answering the questions about Weirloom. Why the name? Why this denim? Why make jeans this way?

We shot it at Brund with Alex aka @ourmaninparis behind the camera. He had a top-level setup, we had a good laugh, and it turned out he’d actually worked with my new intern before at her previous job—small world.

One of these videos will be turned into an ad on Instagram and Facebook—the first paid promotion I’ve ever done for Weirloom. I’m a little skeptical, but starting a brand means investing something in marketing, so I’m giving it a go to see what it can do.

It’s also not the last time Weirloom will be at Brund. I can’t say more just yet (okay, I can, but I won’t), so keep an eye out for something happening in the second weekend of September (11th-13th). That’s it, I won’t say another peep.

Follow @weirloom on Instagram for more.

3 Fade Contenders for the Indigo Invitational

If you’re not wearing Weirlooms in the next Indigo Invitational, here are three other pairs worth considering. Each comes from one of our Denimhunters buying guides—click through for the full details.

Samurai S710XX (19 oz.)

Samurai’s most popular cut has been a fade legend since 2003. The 19 oz. silver-line Kiwami Selvedge is built for fast, high-contrast results—sharp enough to cut like a katana.

Read more in the Selvedge Masterlist.

Benzak’s EU-Made Selvedge

Amsterdam-based Benzak’s European line delivers Candiani and Collect selvedge, sewn in Portugal with premium details—without the premium price tag. A solid entry point into high-quality denim.

Read more in the Budget Selvedge Jeans Guide.

Iron Heart 142 Selvedge (14 oz.)

The lightest denim in Iron Heart’s lineup, the 142 selvedge breaks in easily and fades fast—ideal if you want results without a year of heavy labour. I wore this denim myself for Year 4 of the Indigo Invitational—along with Bryan and Ruedi.

Read more in the Fast-Fading Selvedge Jeans Guide.

House and Family News (If You’re Curious)

It’s now been seven weeks since we moved out of our house—seven weeks since I pulled up the old floors and the work began.

This week, we’re still camped out in the same house as last week, but now the familiy we’re staying with is back from holiday. We’ve known them for 15 years (Emilie studied medicine with my wife, and Andrew hosted Denimhunters in the early days), and the kids have known each other all their lives—their oldest is a year ahead of Margrethe (my oldest), their second is a year ahead of Jens Christian (my youngest), and they’ve got a two-year-old in the mix as well.

They only live ten minutes away, but busy lives mean we don’t see each other often—so a full week under one roof has been a rare and very welcome chance to catch up. It’s been good for the kids too.

Tuesday was a big milestone for the Stege Bojer family, as Jens Christian had his first real day of school.

In the meantime, I’ve been back and forth—sometimes five times a day—between here and our house. As much as we’re enjoying the time here, we’re ready to go home. And it looks like that will finally happen this weekend—just in time to celebrate Margrethe’s eighth birthday on Sunday.

Thanks for reading,
Thomas