Within the events connected to Kingpins Amsterdam and Denim Days, the Dutch fashion and jeans brand Scotch & Soda has revamped its Amsterdams Blauw denim store.
To celebrate the store's new look, the brand is launching Eternal Blauw, its first limited-edition capsule made from unused and recycled denim from previous collections, and is also launching Blauw Repair, a new denim repair service. 
The store is at 15 Berenstraat, in the heart of the iconic Nine Streets (Negen Straatjes) area of Amsterdam's Old Town, and focuses on Amsterdams Blauw, the brand's premium jeans line, while it aims to be perceived as a special denim shopping destination. 
As part of this store’s celebration, Scotch & Soda has also launched Eternal Blauw, the brand's first limited edition denim capsule. This new capsule is available exclusively at the Berenstraat store, it consists of 99 hand-numbered pieces and includes different styles for men, women and unisex pieces, creatively transformed thanks to a direct collaboration with Denim Village, one of Scotch & Soda's denim suppliers. 
As part of the new projects tied to this store opening, Scotch & Soda is also launching Blauw Repair, the brand's first denim repair service, in partnership with United Repair Centre. 
The United Repair Centre is an initiative of Makers Unite, an Amsterdam-based textile manufacturing company that offers training and job opportunities to new creatives with immigrant backgrounds. Customers can bring in any pair of Amsterdams Blauw jeans to be repaired, which will then be evaluated and sent to the United Repair Centre. Each pair sent in will be repaired and then ironed and steamed. The entire process will take up to seven business days. All jeans will be repaired according to Scotch & Soda standards and inspected before being returned to the customers of the store at no cost. 
The Eternal Blauw capsule collection and the Blauw Repair service are part of Scotch & Soda's mission to reduce the environmental footprint of denim clothing by extending their lives through repair and keeping them out of landfill or incineration. By approaching circularity with the reuse of existing resources through recycling its fabric scraps and recycling post-consumer garments into new collections, Scotch & Soda aims to reduce the need for virgin resources while saving energy and water. 
As a further activation connected to its upcycling efforts, Scotch & Soda made a special collaboration with the House of Denim Foundation, co-founder of the Jean School in Amsterdam, fashion school dedicated to denim development. For this collaboration, Jean School students created a limited number of specially designed denim laptop cases and ten experimental creations, using exclusively Scotch & Soda denim garments and finishes. The laptop cases are on sale at the Amsterdams Blauw denim store, while two artistic creations will be on display April 22-24, within Amsterdam's Denim Days Festival.
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To celebrate the store's new look, the brand is launching Eternal Blauw, its first limited-edition capsule made from unused and recycled denim from previous collections, and is also launching Blauw Repair, a new denim repair service.
Photo: Scotch & Soda
Scotch & Soda store, Amsterdam
Photo: Scotch & Soda
Scotch & Soda store, Amsterdam
Photo: Scotch & Soda
Scotch & Soda Eternal Blauw capsule collection
Photo: Scotch & Soda
Scotch & Soda Eternal Blauw collection
Photo: Scotch & Soda
Scotch & Soda Eternal Blauw capsule collection
Photo: Scotch & Soda
Scotch & Soda Eternal Blauw capsule collection
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