The Denim Run, Eindhoven: A New Way to Express Denim Love
Two weeks ago the sun was shining on the Dutch city of Eindhoven, but a mass of blue figures on the streets overshadowed the bright day. This was the passing of The Denim Run, a ride set up by two denim enthusiasts, Emiel Gerardu (Scotch and Soda) and Wing Mok (Vielgut Store), who had the vision of mixing two of their most beloved hobbies, denim and bicycles.
Inspired by the London’s famous Tweed Run, they thought of starting a similar run, but using denim as a main uniform for the participants rather than tweet. Given that the Netherlands is well know for their massive use of bicycles for both transport and leisure activities, as well of love for denim, the way was paved for the two to put their plan into motion.
The group was gathered at the Ketelhuis, once the formal Phillips factory, just outside the city center in Eindhoven. From there the group cruised on their bikes for about two hours, going through parks, old factories, industrial terrains, the local university campus and the city center, finally arriving at the same square from which the ride originated. After the enthusiastic cyclists returned and congregated together, they were surprised with an old fashioned wet-plate photo shoot to commemorate the ride.
Gerardu and Mok are aiming to set up a new tradition with this ride. They’re already in the planning stages for the next Denim Run and they seem to be thinking big. Who knows, maybe with the beginning of denim rides we are witnessing the birth of a new way to express our love for denim.