Blueprint Outdoor

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Although some visitors had trouble finding it at first, the new Blueprint platform for innovators in denim, contemporary street wear and authentic labels had its own outdoor site this summer edition, which doubled as a second entrance. The already wildly popular Blueprint, with its creative and passionate ‘can-do’ spirit, drew even larger crowds thanks to this second, outdoor location. A large yurt had been erected on the outdoor site among the bazaar of containers, where fashion matchmaker HTNK – including House of Denim’s James Veenhoff – paid tribute to Amsterdam as the capital of the international denim world. For one, the world’s first-ever ‘jean school’ was presented, which will be opening its doors after the summer at the Regional Education Centre (ROC), right across from RAI Exhibition and Convention Centre.

The exhibitors at Blueprint were pleased with Blueprint Outdoor – Nudie jeans, for example, was ‘delighted with the new denim hall, with all its excitement and fun and interesting new labels. The outdoor site both enhances lifestyle and is chock-full of innovation and initiatives.’ The appeal of Blueprint Outdoor was also palpable in the adjacent Industry segment. Maarten Janse, who was promoting his brands Eleven Paris, Elvine and Gio Goi, had only good things to say about the event: ‘Although it’s a shame that some brands have relocated, we’re pleased with the second entrance at Blueprint. We’ve had a lot of traffic and our brands are doing very well.’ He also shared the opinion of many of his peers that exhibitors across the board appear to be making more of an effort. Stefanie of the labels MinkPink, Ana Alcazar and Biba Bridget agreed: ‘I’ve noticed that all the collections look very fresh this season.’ Jacco van Veen, who launched the Cruyff Clothing collection in the Industry segment, also responded positively: ‘Customers have been really taken with the setting, and our collection offers something very fresh and original – a mix of casual and smarter styles. The crowds kept coming throughout the event, which was great.’