Ewout Key Rameijer of Amsterdenim on jeans and Mokum

Ewout Key Rameijer earned his spurs by working in the field of marketing for various fashion companies. For example, he was employed by sports chain Urban Trends. Meanwhile, Rameijer has put his heart and soul into Amsterdenim: a clothing brand for men that sells denim with a story.


Amsterdam has increasingly become a so-called "denim city" in recent years. Well-known jeans brands such as G-Star, Denham, Kings of Indigo, Blue by Scotch & Soda and also the jeans line of American Tommy Hilfiger and British Pepe Jeans are located in Amsterdam. The headquarters of the Amsterdenim brand is in Amsterdam-North, located in an old garage. "Denim was always workwear before, so this location is not crazy at all," said Ewout Rameijer. 

Driving force behind success
Some years back, Rameijer was asked by Amsterdenim founder Ben Fokkema to join the jeans brand. "Ben was looking for someone who could help him set up a brand, especially with the marketing. The cooperation went very well," said Ewout Rameijer. Meanwhile, Fokkema is no longer actively involved with Amsterdenim and Ewout is no longer solely responsible for marketing, but as Managing Director he serves as the driving force behind the brand's success. 


The brand
Why the name Amsterdenim? "The name is a brilliant amalgamation of Amsterdam and denim. Amsterdam is a powerful marketing tool and in addition, Amsterdam is the denim capital of the world," Rameijer said. "The Netherlands has a good name in terms of creation, innovation, flexibility, mentality. In addition, of course, the name is about the image of the city. Amsterdam is as powerful a brand name as Rome, Tokyo or Paris, which are ten times bigger. The culture, the ideals, the self-confidence, or call it arrogance and freedom of Amsterdam - this is what Amsterdenim also radiates." 

Amsterdenim collaborates with several well-known Dutch men. For example, musician Douwe Bob is one of the brand's ambassadors. Photos of Douwe Bob can be seen all over the flagship store. André Hazes and Johnny de Mol are also among the brand's regular customers. All of them lovers of denim who feel a warm connection with Amsterdam. 


Amsterdam as a denim city
Since 2014, Amsterdenim has been putting Amsterdam on the map as a denim city. The flagship store on Dam Square is the showpiece of Amsterdenim, a store that opened last September. The store exudes exactly the atmosphere the brand wants to convey. Old materials with a story, combined with styles of today. In the flagship store, this can be seen in the old wooden floor, the antique liquor cabinets and the wooden cabinets where the jeans are folded. 

"Amsterdam is a fantastic city with guts, just like our brand," said Ewout Rameijer. Not only behind the jeans in the store is an interesting thought. It also sells bottles of rum and gin, all Amsterdam-made. Even the underpants also sold there are from an Amsterdam brand that Rameijer fully supports. 

Ewout Rameijer proudly talks about the clothing that has been worked out in detail. "A denim product only becomes beautiful after it has been worn longer. In the beginning there are often no frays or differences in color. But the longer someone wears something, the more character a piece starts to show." 

A denim product becomes beautiful only after it has been worn longer. In the beginning, there are often no frays or differences in color. But the longer someone wears something, the more character the jeans start to show.

Details linked to Amsterdam
The details in the clothing can almost all be linked to Amsterdam. For example, the print on the pockets of the jeans, and on the inside of the jackets show the brown sails that Amsterdam sailors used to use in the past. "Amsterdam is a city with a rich history. Many museums, and a city with a lot of swagger." The Amsterdenim logo refers to the pointed roofs of Amsterdam's houses, the capital's well-known bridges, the canals, diamonds and, of course, the Amsterdenim brand, all of whose letters are incorporated into the logo. 


Crossing borders
Not only the Netherlands is under the spell of Amsterdenim, but the Scandinavians and Germans are only too happy to hoist themselves into an Amsterdenim. And with the brand's ambitious plans, Amsterdenim will win over a lot of denim country.

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The center of Amsterdam is a busy district close to the central train station, with lively bars and laid-back restaurants. Tourists of all nationalities watch street performers on Dam Square, near the 17th-century Royal Palace and the Gothic New Church. Shoppers can indulge at the stores...


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