250 km/h in a BMW M4: My First Bluezone Adventure

It was the summer of 2016, just after my first book, Blue Blooded, had been published. I was contacted by Panos Sofianos, a veteran in the denim industry who had recently joined Munich Fabric Start as the denim curator of Bluezone. He invited me to visit the show and promote my book there.

The trip was a success—I sold all the copies I’d brought. And before heading back to Copenhagen, I stopped by the BMW Museum. (Some of you may know this, but next to denim, my big “material passion” is BMWs.)

That’s when I decided to treat myself to something special—a drive in a BMW M4 on the Autobahn. Cruising at 180-190 km/h, I pushed it further, hitting the electronically limited speed of 250 km/h. And it felt like the car could go faster.

It was an unforgettable experience that perfectly capped off my first Bluezone adventure.

But it wasn’t just the thrill of the drive that made the trip memorable. Bluezone offered a unique opportunity to connect with emerging exhibitors, discover fresh innovations, and gain insights into the German denim market—all while enjoying the welcoming atmosphere that sets Bluezone apart from other trade shows.

Fast forward to today, around a dozen trips to Munich later, and I can confidently say that Bluezone remains a must-visit. And there’s one group that seems to have overlooked the show; Scandinavian denim designers and buyers.

That’s why the team at Bluezone asked me to put together a guide to the show that specifically addresses the benefits for my fellow Scandinavians.

Whether you're looking for new ideas, deeper connections, or just a change of pace from the usual trade show grind, Bluezone has something valuable to offer.

Check out my full guide on why Bluezone should be on your radar this season, and don’t miss your chance to experience it for yourself!

NEW RELEASES AND RESTOCKS

Besides my guide to Bluezone, I’ve also found a good handful of new releases and restocks from our partners that I think you’ll like.