#WeAreDedicated

Amsterdam

Since 1983 we have been dedicated to making the perfect pair of jeans.

We study and work with the material to create the coolest expression. We are driven and determined. We are dedicated. 

In our campaigns we travel to various destinations to find people who, like us, are dedicated.
We do not use models, we portray real people
- people who are dedicated! 

This spring we went to Amsterdam.

 

As the sun sets over Amsterdam, we finally got hold of Nova, the self-made creative entrepreneur. On the rooftop of his shop, we discussed his design business and the road to...

Nova Duijn

Amsterdam is a magnet for people in the field of arts. The city is filled with scenes that promote culture, food, music and so much more. Meet Justin who helps building the scene...

Justin van der Griendt

Having only just shaken off the jetlag from the flight and club jobs on Ibiza, we met up with Gino Christiano, a 29-year-old DJ and producer who cuts his teeth in famous...

Gino Christiano

Originally from a ghetto in Buenos Aires our friend Luciano made his way across the Atlantic to Amsterdam playing on his blues guitar. Music literally showed him the path for his life...

Luciano Gomez

Meet THE RESERVÉ BOYS! Two upcoming designers that have specialized in making cool designs and clothes out of other peoples’ waste clothes and fabrics...

Deyrinio and Alljan

Working his way up the denim ladder, Robert is one of the key players in the Amsterdam denim industry today. We met Robert at Denim City where he talked us through what the location...

Robert Grauwen

Sven Signe is a living embodiment of art. As he is neither the typical artist, photographer nor poet, it makes you wonder what inspires his talented soul...

Sven Signe den Hartogh

Oscar has dedicated himself to filming documentaries about people and their dreams. Through these documentaries, he has captured the diversity and dreams of the people...

Oscar Baanders