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Amsterdam-based label Blue Blood is setting it’s sights on becoming the next iconic denim brand akin to G-Star and Diesel. Founded by Steve te Pas in 2003, the brand experienced a period of turmoil with it’s then partner, which resulted in te Pas reacquiring control of his company in 2007.  Now with an all-star team consisting of Erik Frenken, formerly of Viktor & Rolf and Mark Wiesmayr whose credits include Ksubi, Levi’s and Sass & Bide, Blue Blood is set to reposition itself in a category they like to call "New Luxury". New Luxury is defined as being of better quality with more style than most popular fashion brands, but having more flair and a cooler lifestyle than traditional luxury labels. The title is fitting for a brand named Blue Blood, however, the name was chosen to illustrate a love of denim as in "We have indigo coursing through our veins".

Although, their roots are in denim, Blue Blood is a full blown lifestyle brand with the main collectionCs18_5_2
consisting of menswear and womenswear lines composed of jeans, sportswear, outerwear and accessories. The Spring 2009 collection gives solid offerings with several standout pieces, including an inkstained denim jumper with rips and tears, billowing blouses with barrister robe sleeves and double-breasted men’s cardigans both a perfect complement to the line’s range of jeans.  The brands 3-dimensional monogram was also present as an allover print on several items such as shoes, tights or apparel.

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DENIM NI AIO (Love for Denim)

Blue Blood has partnered with 15 of the worlds leading denim retailers to "take a stand for real denim".
Denim Ni Aio means love for denim in Japanese and consist of 2 limited edition styles. The Rainbow Selvedge and the Deep Purple Selvedge were made from the finest Japanese denim on vintage American shuttle looms in Osaka, Japan with only 350 pieces of each style available worldwide.  The stores participating in the project will be hand-delivered their orders in vintage Swiss army officer travel cases. Each jean is wrapped in Japanese newspaper and wax sealed. Further identifying the jeans will be a white suede patch on the back that will be stamped and numbered by the store using a specially made "For Our Friends" ink stamp, the company’s motto. These limited edition jeans can be found at the following retailers;

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B74 (Germany)

1ST Store, Love For Denim, Spoiled, De Hangar, Puurr, If & Co, DNA, Blue Company (Netherlands)

Loading Bay (South Africa)

VMC Rindermarkt (Switzerland)

Accent, Sarah Coggles (UK)

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