Blue Blood wants to expand and grow internationally. As a first step, the Dutch premium denim and fashion label has opened a new flagship store in Capetown. Blue Blood’s “Downtown Capetown” is located on the Breestraat in the “downtown” part of Capetown.

“We are staying close to our roots,” explained Sales Director Alex Jaspers. “The interior design is inspired by the Amsterdam-based “Love for denim” store in the Prinsen¬straat, and the store is located in an old Dutch reformed church in Capetown. It is very special that we could acquire this property.”

“It is fantastic to see that our outspoken style and passion for jeans also hits South-Africa,” said Blue Blood Founder Steve Te Pas. “It is our ambition to open more own stores in the coming years, in the Netherlands as well as internationally.”

The new store has the nickname BS104; all Blue Blood stores in fact are being named after the abbreviation of their addresses, such as PC142, PS13, CS18 and NW35. This codename can also be found on limited edition shopping bags, T-Shirts and other branded products.

—Melanie Gropler