Fashion week is closing in and Blue Blood is collaborating with I AMsterdam to wrap letters of the well-known I AMsterdam statue in Blue Blood denim for Fashion week.
I AMsterdam came up with the idea of collaborating with a denim brand for Amsterdam’s upcoming Fashion Week. Amsterdam is often considered today’s denim capital of the world. Despite of it being such a ‘small’ city, it is the hometown of worldknown brands such as G-star, Kuyichi and Blue Blood. It next to that is also the location of EU and International HQ’s of brands such as Diesel, Hilfiger Denim and has for a long time been one of the most important markets for brands such as Replay.
Since we at Blue Blood have been linked with the Amsterdam International Fashion Week since day one it seemed only natural to get us involved.
The I AMsterdam statue moves through out Amsterdam. Some of it’s most wellknown locations are Museumsquare, LeidseSquare, and RAI Congres Center. During Amsterdam International Fashion Week (AIFW) the letters will be located at Westergasfabriek. Blue Blood will dress them to the occasion.
The custom making of the denim for the letters required quite some preperation so we had a special team doing all the measuring, drawing, sowing and such, all of which attracted much attention of the locals and some press. You can see the prep photos in the gallery below!
I AMsterdam is PR initiave for the city of Amsterdam:
‘I amsterdam’ is the motto for Amsterdam and the Amsterdam Area. It is the city marketing initiative developed in 2005 as a means for Amsterdam to profile itself assertively on the international arena.
‘I amsterdam is the motto that creates the brand for the city and people of Amsterdam. In saying or expressing I amsterdam, we demonstrate a clear choice for the city of Amsterdam. I amsterdam shows our pride, our confidence and our dedication. I amsterdam is our personal endorsement for our city. Using I amsterdam, we can show clearly and proudly all the many benefits, opportunities and dimensions of excellence that make Amsterdam our city of choice.’’ Source: I amsterdam Manifesto.