Denimhunters.com presents the denim market’s major protagonists as well as an A-Z list of jeans brands and stores to locate them. A fit and a care guide are some of the highlights of this website aimed at consumers and insiders who are in love with the evergreen blue cloth and those who always seek to learn more about it. Interview by Maria Christina Pavarini

Can you describe how the website is structured and how it works?
With Denimhunters we have created a one-stop-destination for all your denim related insights, news and happenings. If you are a seasoned ‘denimhead’ you can learn about the latest events and keep up to date with your favourite brands and shops. If you are new to the scene you can learn all about the denim culture, care and maintenance, as well as brands and fits. You can also decode the tricky terminology of this market from our glossary of denim related terms.

How did the website originate?
It was born as an outlet for Thomas Bojer, a Danish denim enthusiast who wanted to share his passion for denim as well as many other related, well-conceived products.

Denimhunters.com start page
Denimhunters.com start page


When did you launch it and what was the initial reaction?
The site was launched in 2011. Often you find that a deep enthusiasm for something is contagious and appealing to others who share a similar passion. Thomas’s passion for denim soon meant that Denimhunters became a well-respected and trusted source for information within the denim community.

To whom is it addressed?
Anyone and everyone with an interest in well-crafted ethically made products. Denim is certainly our heart and soul. It tends to serve as an introduction to the “denim culture”. Once you get your first pair of quality jeans it is only a small step to your first pair of quality boots, your first quality watch, wallet and so on. It is a lifestyle, one that we live out ourselves every day. We want to share what we find along the way with anyone and everyone.

What have been the biggest challenges of running the site thus far? And the greatest joys?
Perhaps the greatest challenge so far has been adapting to the changing face of the internet. Being a purely virtual site has huge advantages, especially in a fast paced field. It allows us to very quickly give our readers the lowdown on a new release or a breaking story. However, since the inception of Denimhunters, the way people access this information has changed. Multiple platforms are displaying information in a variety of ways. Adapting to cover all of these has not been easy but we are very happy with our newly re-launched site. It allows everyone clear, clean access to what we offer.
As to the greatest joy, it’s simple: sharing our passion for denim. We have met some great people along the way. Made some great friends and had a lot of good times.

What services are you offering right now through it?
We offer help and advice on denim such as, for instance, “Wash Guides” and “Fit Guides”. A Glossary of Denim Terminology. Extensive Directories for brands as well as shops where people can find out all about the brands, the products they offer and where to find them. Of course, we will always keep our readers updated with the latest news from the denim world.

What new services or columns are you planning to add in the near or long-term run?
There is a webshop in the works. Through this we will offer only the best products we can find. Items we feel exemplify the Denimhunters ethos.

Are fashion, streetwear or sportswear playing any important role in your website?
Yes and no. Raw denim is the antithesis of disposable fashion. It is something that gets better the longer you wear it; it becomes yours and yours alone. Raw denim does not adhere to seasonal trends or fads. Nowadays however, we are seeing a marked shift in fashion; people are becoming more and more aware of the ethics behind their consumer choice. High quality raw selvedge denim is an ethical product. We are seeing the big high street brands like Gap and H&M, who rely on seasonal and disposable fashion, introducing raw selvedge denim into their collections. Many may cynically see this as them as just jumping on the bandwagon. But if even one person in ten sees this and takes a further interest in the denim community, it will make a huge impact on how we consume.

Impressions from Denimhunters' Instagram
Impressions from Denimhunters' Instagram

How do you stay in touch with your members? How important is the social network aspect for this website?

We like to stay in touch with our readers through as many portals as possible. It is essential that we remain close to the community who nurtured us and support us to this day; otherwise we would lose the essence of Denimhunters. We are not a faceless website. People know our names; know our faces even if they live half a world away and we are always delighted to hear from them. Social networking portals are fantastic tools to build up relationships with our readership. They also allow us to quickly and efficiently spread the word about what we can offer them in return for all their support.

What section, service or part of the website you personally like most?

The interviews. There are individuals within the denim community who have contributed so much over the years that they have a “cult” status. Our interviews with these people let us get to know them personally and bring their story to our readers. So far, 100% of the time I have found a humble person behind the legend, no pretention, and no pomposity. They just get on with whatever it is they are doing. They give so much to our community and don’t expect anything back. I think in the realm of “fashion” this is a very rare and unique thing.
Denimhunters.com presents the denim market’s major protagonists as well as an A-Z list of jeans brands and stores to locate them. A fit and a care guide are some of the highlights of this website aimed at consumers and insiders who are in love with the evergreen blue cloth and those who always seek to learn more about it.

Can you describe how the website is structured and how it works?
With Denimhunters we have created a one-stop-destination for all your denim related insights, news and happenings. If you are a seasoned ‘denimhead’ you can learn about the latest events and keep up to date with your favourite brands and shops. If you are new to the scene you can learn all about the denim culture, care and maintenance, as well as brands and fits. You can also decode the tricky terminology of this market from our glossary of denim related terms.

How did the website originate?
It was born as an outlet for Thomas Bojer, a Danish denim enthusiast who wanted to share his passion for denim as well as many other related, well-conceived products.

When did you launch it and what was the initial reaction?
The site was launched in 2011. Often you find that a deep enthusiasm for something is contagious and appealing to others who share a similar passion. Thomas’s passion for denim soon meant that Denimhunters became a well-respected and trusted source for information within the denim community.

To whom is it addressed?
Anyone and everyone with an interest in well-crafted ethically made products. Denim is certainly our heart and soul. It tends to serve as an introduction to the “denim culture”. Once you get your first pair of quality jeans it is only a small step to your first pair of quality boots, your first quality watch, wallet and so on. It is a lifestyle, one that we live out ourselves every day. We want to share what we find along the way with anyone and everyone.

What have been the biggest challenges of running the site thus far? And the greatest joys?
Perhaps the greatest challenge so far has been adapting to the changing face of the internet. Being a purely virtual site has huge advantages, especially in a fast paced field. It allows us to very quickly give our readers the lowdown on a new release or a breaking story. However, since the inception of Denimhunters, the way people access this information has changed. Multiple platforms are displaying information in a variety of ways. Adapting to cover all of these has not been easy but we are very happy with our newly re-launched site. It allows everyone clear, clean access to what we offer.
As to the greatest joy, it’s simple: sharing our passion for denim. We have met some great people along the way. Made some great friends and had a lot of good times.

Denimhunters.com: Making your own jeans
Denimhunters.com: Making your own jeans


What services are you offering right now through it?
We offer help and advice on denim such as, for instance, “Wash Guides” and “Fit Guides”. A Glossary of Denim Terminology. Extensive Directories for brands as well as shops where people can find out all about the brands, the products they offer and where to find them. Of course, we will always keep our readers updated with the latest news from the denim world.

What new services or columns are you planning to add in the near or long-term run?
There is a webshop in the works. Through this we will offer only the best products we can find. Items we feel exemplify the Denimhunters ethos.

Are fashion, streetwear or sportswear playing any important role in your website?
Yes and no. Raw denim is the antithesis of disposable fashion. It is something that gets better the longer you wear it; it becomes yours and yours alone. Raw denim does not adhere to seasonal trends or fads. Nowadays however, we are seeing a marked shift in fashion; people are becoming more and more aware of the ethics behind their consumer choice. High quality raw selvedge denim is an ethical product. We are seeing the big high street brands like Gap and H&M, who rely on seasonal and disposable fashion, introducing raw selvedge denim into their collections. Many may cynically see this as them as just jumping on the bandwagon. But if even one person in ten sees this and takes a further interest in the denim community, it will make a huge impact on how we consume.

How do you stay in touch with your members? How important is the social network aspect for this website?
We like to stay in touch with our readers through as many portals as possible. It is essential that we remain close to the community who nurtured us and support us to this day; otherwise we would lose the essence of Denimhunters. We are not a faceless website. People know our names; know our faces even if they live half a world away and we are always delighted to hear from them. Social networking portals are fantastic tools to build up relationships with our readership. They also allow us to quickly and efficiently spread the word about what we can offer them in return for all their support.

What section, service or part of the website you personally like most?
The interviews. There are individuals within the denim community who have contributed so much over the years that they have a “cult” status. Our interviews with these people let us get to know them personally and bring their story to our readers. So far, 100% of the time I have found a humble person behind the legend, no pretention, and no pomposity. They just get on with whatever it is they are doing. They give so much to our community and don’t expect anything back. I think in the realm of “fashion” this is a very rare and unique thing.