Wouter Munnichs started the LONG JOHN blog with the intention of sharing his love for denim. Very soon, friends and fellow denim lovers began sending him pictures of their most beloved faded jeans so they could be shown in this new growing platform.

With all this graphic material he decided to start a topic called Worn-Out Projects, showcasing the jeans alongside a little personal info about the wearer. In Wouter’s words: “It’s an ode to the beauty of aging denim”.

This project became popular with denim heads and attracted the attention of the organizers for the renowned Modefabriek fashion trade-show in Amsterdam, who invited him to expose his archives for the first time off-line.

The result was a succesful and unorthodox denim exposition. With the help of some affiliated denim brands, the show garnered very positive reviews from the visitors. Some LONG JOHN collaboration pieces are also expected as a result of the connections formed before and during the show.

According to Wouter, his expectations for this expo were nothing more than the hope that it would reach the right people and spread knowledge of raw denim and its magic process.

In his words, “Mission accomplished.”