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Pure Denim
Original Pure Denim
collectionPure Denim
Pure Denim Collection is strong, raw, and has character. That’s why it’s the perfect blend of fashion and workwear. Real denim is alive! The more you wash it, the more it comes to life. Wash and treat it as you want. Pure Denim takes on your identity. The collection is not suitable for industrial cleaning.
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CHECK OUR NEWEST ITEMSNew in Town
Besides Indigo Blue and Antra there are beautiful earth shades: Green, Grey, Brown and Mud. Be daring and combine the style that fits you. Everybody loves denim!

it’s all about stories
Read interviews with top chefs, stories about our products and watch our cool videos!
PETER GOOSSENS ABOUT HIS RESTAURANT HOF VAN CLEVE***

"Keep working towards your goal and don't be distracted by other things along the way." We spoke with Peter Goossens (Hof van Cleve***) about the strength of his restaurant, but also about creativity and hard work. Read The Whole Story

JANNIS BREVET ABOUT HIS RESTAURANT INTER SCALDES***

What does it feel like to earn a third star? We spoke with Jannis Brevet (Inter Scaldes***) about the three stars that his restaurant now owns. "It never became an obsession but it was an ambition and an aim." Read The Whole Story

BIANCA VAN DER LEE WINS AMSTERDAM ENTREPRENEUR AWARDS

Bianca van der Lee of Chaud Devant has won the 10th edition of the Amsterdam Entrepreneur Awards 2017. Van der Lee started in her student days with a one-man business in Amsterdam and now conquers the world with trendy chef's clothing. In ten years she is the first female entrepreneur to win this award. Read The Whole Story