Amsterdam is known as a hub of denim innovation in the globe. House of Denim of the city has initiated a program to make its product circular and compete for the denim global market. It has started a denim school in Sao Paulo this year to render education about jeans and denim fabrication. Moreover, the organisation is also working to set up guidelines to make the supply chain of denim endurable.
House of Denim Foundation co-founder James Veenhoff has proposed a way which can help the buyers to get the better denim. He offered the concept of certification of denim so that consumers get authentic products.