Many claim the title 'denim capital of the world' in the way many claim the biggest paycheck or the smallest ego (but never in the same sentence). However, few places do it with such understated credentials as Amsterdam.
From the humble beginnings of the inaugural summer 2011 collection, Scotch & Soda’s Amsterdams Blauw established itself as the 'challenger brand'. “We want to play the maverick card and be the new and fresh alternative for the Denim establishment.”
Drawing on American and Japanese denim aesthetics to create a fresh, unique collection built up of crispy blues and hints of purple, Blauw’s styles are synonymous with indigo traditions and characteristic tailoring.
Amsterdams Blauw® is the colour of paint that was used in the golden century be
tween 1500–1750 to paint Dutch porcelain. In those days our Dutch Porcelain was sold all over the world and was the start of a flourishing economic time called “The Golden Age”.
The striking blue colour was obtained by mixing indigo from China and Japan with an oil based paint. Amsterdams Blauw was also used by Rembrandt van Rijn, one of the greatest painters of his time.
Nowadays you will still see the colour present on Amsterdam street signs and house
number plates. And so in turn they use Amsterdam Blauw® for the Denim collection of Scotch and Soda.