Here we asked denim lover, blogger & expert Thomas Stege Bojer aka The Denimhunter to list and write about his very personal top ten denim stores around the globe.
Each day in the next two weeks we will present one of Bojer's favorites.

Today, it's part V with
VMC in Zurich.

Thomas Stege Bojer
Photo: Brian Engblad
Thomas Stege Bojer
"Zurich is known for its banks, old town and luxury boutiques. But Switzerland's largest city is also home to what is arguably Europe's most respected denim store, VMC. With seemingly endless piles of the finest denim on the planet, a seriously impressive selection of cowboy boots and shelves stacked with japanese flannel shirts, it's unlike anything else.
VMC store
Photo: VMC
VMC store
I visited it at the end of 2012, and I was completely blown away. It was also the first time I met owner Roger Hatt. He's been into denim and heritage style since before I was born. It's truly a lifestyle for him. 'Every jean is different, and for every customer there's a perfect jean,' he teils me via e-mail. 'It's not only the brands that make the difference but the combination of brands and the whole experience you get when visiting our store,' he continues. 'Customers appreciate the atmosphere, the connection with our staff, the great clothing.' VMC's approach to retail perfectly matches the style of clothes they sell. It's like stepping back in time; a place of old-fashioned service and product knowledge-something that certainly requires expertise to deliver convincingly considering the plethora of brands they stock. The fact that they don't have a webshop says it all, I guess.
VMC owner Roger Hatt
Photo: VMC
VMC owner Roger Hatt
Visiting VMC should be a pilgrimage for every denimhead. lt might be the closest you come to denim paradise on earth."

Name: VMC
Location: Zurich, Switzerland
Opened: 1986
Five defining brands: Scarti Lab, Stone Island, Freewheelers, The Real McCoy's, AtLast&Co
Website: vmcoriginal.com
Instagram: @vmcoriginal


Please note: This story is also published in our current magazine #290, 'The Best of Denim' issue.
Find out more about Thomas Stege Bojer, Denimhunters and the selected stores on denimhunters.com.


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