Settling In, Gearing Up, Ready to Fade

If last week was all about shipping, shoots, and shifting schedules, this week is about wrapping things up and gearing up for what’s next.

We’ve got a giveaway that ends tonight, a Tellason jeans review, Bluezone is right around the corner, and the Indigo Invitational keeps stacking up strong contenders. Let’s get into it!

Win a Pair of Weirloom Jeans (Giveaway Ends Tonight)

The Indigo Invitational kicks off on September 1, and I’ll be wearing my own Weirloom ‘Second Edition’ WL-001 jeans this year.

I know that some of my (fantastic) ‘First Edition’ customers have already registered, but to make sure we can some more ‘Second Edition’ jeans in the mix, I’m giving away five pairs for you to wear in the competition!

The giveaway ends tonight—Friday at midnight Pacific time.

All you need to do is sign up for the Weirloom Weekly on the WL-001 ‘Second Edition’ product page and drop a comment on this Instagram post. Winners will be contacted directly via Instagram.

Frederik Wears the Fredy: Tellason Jeans Review

I’ve just published the first of three sponsored posts that I’m doing with Tellason over the next few months, and it kicks off with something special: A brand-new fit.

If you read last week’s newsletter, you might remember the teaser from the “Banh Mi” shoot I did with my brother-in-law. That shoot was (partly) for this review of the Fredy—Tellason’s first new fit in years.

It’s their widest cut to date, and while I won’t want to give everything away here, let’s just say it’s high-rise, roomy in all the right places, and made with the kind of selvedge denim that balances drape with durability.

A wide leg that feels deliberate, not trendy—the kind of fit that makes sense now and will still make sense down the road.

Bluezone: Behind the Scenes and On Stage

Besides running Denimhunters and launching Weirloom, I also do consulting work in the denim industry. One of my clients is Bluezone—the denim-focused trade show in Munich.

The next edition is coming up in less than two weeks, and I’ll be there throughout the show. On Tuesday, the first day, at 17:00 (5 p.m.), I’ll also be on stage hosting a panel discussion about social media and denim—how brands, retailers, and media are using it right now, and what actually works in 2025.

If you’re at the show, I’d love to see you there. And if you’re not, no worries—I’ll share some of the key takeaways afterwards here in the newsletter.

In the meantime, if you didn’t already, have a look at the article I published last week (the link’s working this time):

3 Fade Contenders: Heavyweight Edition

For the past few weeks, I’ve been spotlighting a few Fade Contenders for the Invitational.

This week, it’s all about heavyweight. The break-in is a bit brutal, but the fades are absolutely worth it—some of the most dramatic in all of raw denim. No wonder heavyweight keeps winning fans year after year.

I don’t (yet) play in this weight class with Weirloom, which makes it the perfect category to feature here. And honestly, we need to do a dedicated Denimhunters guide to heavyweight jeans!!

Iron Heart IH-634-XHS (25 oz.)

This one hardly needs an introduction. Iron Heart’s 25 oz. selvedge is the stuff of legend—an ultra-heavy fabric that sits right at the upper edge of what’s possible on a loom. At first, they’re brutally stiff, but give them a month or two and they turn into something surprisingly soft and pliable.

I wore the 634 straight fit in this denim for nearly two years, and it remains one of my favourite pairs ever. It’s punishing in the beginning, but the payoff is incredible: deep contrasts, bold vertical fades, and a comfort that’s almost shocking considering the weight.

If you want to go all-in on heavyweight, this is the benchmark.

Brave Star True Straight Sumo IV (25 oz.)

Brave Star makes a ton of great pairs that combine rugged style and value. At the top of their range, they use a super-heavyweight selvedge that has off-the-charts fade potential.

It’s currently sold out, but I’m featuring it here anyway because you’ll want to know about it, and sign up to be notified when it restocks.

@alex.theblacksmith won Year 3 of the Indigo Invitational in these jeans—the first winner from the West, and the first American-made pair to take the top spot.

(Ps. Alex has a pair of ‘First Edition’ Weirlooms, by the way 😉)

SOSO Ghost Indigo (20 oz.)

Sweden’s custom kings have been chasing a signature cloth for years, and they’ve finally nailed it with this 20 oz. Australian-cotton selvedge. It’s dense, dark, and loaded with fade potential—plus you can spec the fit and details exactly how you want them.

Since SOSO jeans are made-to-order, they won’t ship overnight. But here’s the thing: you can register for the Indigo Invitational now and submit your raw proof any time before the end of October.

You’ll be two months behind, sure, but with a denim like this, you’ll still have a real shot at strong fades.

Back Home and Settling In

After seven weeks away from our house, we finally moved back home last weekend, and I finally got my office back!

The renovation took a little longer than we first hoped, but I worked hard with the crew to get everything wrapped up in time for summer’s birthday season:

Margrethe turned 8 last Sunday, and Jens Christian’s big day (6) is coming up this Monday. We’d invited guests months ago, so finishing on time was non-negotiable.

Now we’re settling in again. School’s started, birthdays are being celebrated, and the house is beginning to feel like home once more.

Thanks for reading,
Thomas