Instagrammers: Reading the Book of Denim
If denim could come to life on a computer screen, it would unfold like the posts on the @bookofdenim Instagram page.
With an Amsterdam based denim magazine called Code, it only made sense for the mag’s editor-in-chief Peter van Rhoon to follow that with an indigo-laden Instagram page at Book of Denim. The point of the page is to pay homage to “the science, industry and poetic beauty of denim,” as the bio for Book of Denim notes.
From denim tradition to denim innovation and denim inspiration, there’s little that won’t catch your eye at Book of Denim. Close ups of the fabric and hands stained indigo highlight the craft behind these denim creations and then wearers and makers and trend drivers bring the denim further to life.
So, to find out what’s between the lines in the Book of Denim, Carved in Blue caught up with van Rhoon, who is also the creative director for Book of Denim.
Carved in Blue: Why did you start Instagramming?
Peter: We run our Instagram as a team, so it’s not ‘me,’ although I am responsible for creative direction and execution of Book of Denim. But the answer is simple. We had great content, curated in our first Book of Denim and the magazine we publish (CODE, wearecode.com) and felt it would be a shame not to share these with the rest of the world. We love quality denim and the world behind it. When meeting with mills, developers, producers of dye stuffs, those who develop envision treatments, we realized that this is where the heart of denim lies. It’s what we call B2B. And B2B rarely communicates as a brand would do; it’s not used to tell stories. So that’s what we set out to do. In April 2018, we publish Book of Denim Vol. 2. This will explore the world of denim more broadly, and promises to be amazing.
Carved in Blue: What is your take on denim both in life and business?
Peter: They fit both!
Carved in Blue: Do you remember your first pair of jeans?
Peter: The first pair of jeans I consciously and positively remember were made by Rifle Jeans. They were big over here in the 80s.
Carved in Blue: What is your motto?
Peter: In my book, reality is more interesting than most things conceptual. And beauty is not naive. Beauty rules. Beauty engages. Beauty converts.
Carved in Blue: Name one of your favorite brands.
Peter: I count many brands among my favorites, for different reasons. G-Star remains an innovator. They keep things exciting and that’s admirable. Denham uses the notions of ‘vintage’ and ‘archive’ in a beautiful way. Lee does some amazingly nice stuff with their 101 Rider line, with beautiful fabrics in garments for very nice prices. Nudie has communicated and created a strong ethos regarding sustainability. Then there are so many niche brands, with outspoken and refined products.
Carved in Blue: Who do you look to for denim inspiration?
Peter: I look for the fabrics people. At Kingpins Show. On the street. And in traditional news and tech media.
Carved in Blue: Where do you shop for your denim?
Peter: I’ve got no fixed destinations. I bought my last denim at Amsterdam Denim Days; a stretchy selvedge with Candiani fabric. It was made by The Butcher of Blue, a label by a local store called Best of Brands, run by two true denim heads and designed by an excellent Dutch denim developer, Maarten Wentholt. I had not expected I would ever wear stretch denim, but I’ve been wearing this one every day since. And before that I bought a wonderful black ‘paper denim’ by Mastercraft Union at l’Eclaireur in Paris. Not a denim specialist at all, but to me still one of the best stores in the world in its ability to surprise. Many years ago, I also fell in love with Japanese denim at Tenue des Nimes. The store courageously stocked Momotaro, which was completely unknown in Europe back then.
Carved in Blue: What do you think is missing from the denim market today?
Peter: In terms of fabric development, times are exciting. What’s lacking is that denim advertising and communications are predictable and think very much ‘inside the box’. There are few brand communications with real cultural relevance. This seems to be a challenge for a lot of brands. It’s a bit of a shame when fashion communications become as predictable as the communications for, say, laundry detergent. If you ask me, playing it safe is risky business.
Carved in Blue: What does “Carved in Blue” mean to you?
Peter: Commitment to only the best in denim.