Always seeking hot, vintage inspired or forward thinking denim is’s mission. The blue-obsessed website was founded in 2012 by expert US denim insiders and consultants Axel Butchinson and Victor Le Greige. The website is managed from Italy under project director Federico Cagniney, who is always busy selecting and posting unique stories from the guru’s of the denim universe, as well as creative content and cool novelties! Interview by Maria Cristina Pavarini

Can you describe how the website is structured and how it works?
Denim Freaks is a website totally dedicated to the world of denim. Its aim is to describe the market's ongoing evolution, together with the most innovative trends of the denim industry worldwide.
Through this portal we want to talk to everyone about denim in all of its features, both on the traditional and on the innovative side.
The portal hosts four sections: Guru, News, Denim Industry and Shopeeps. "Guru" is the area dedicated to the market's most important designers and brand owners: in this area we ask them about the past, the present and the future of the denim industry. "The News" section is dedicated to the best that can be found in the web and the coolest news from the world of denim. The "Denim Industry" section is entirely dedicated to innovation: in this segment we show what’s new in the manufacturing world of denim. “Shopeeps" focuses on the best shops around the world.
In addition to these sections, we host a photographic blog. It is an “inspiration” blog, in which we publish the best shots we find throughout the web, which can be used as a source of creative inspiration. We aim to reach a cross target, we wish to talk to passion-driven people of the magic “blue world”.
all about denim at
all about denim at

How did the website begin?
Denim Freaks was born from our desire to describe both what is most contemporary and most authentic in the denim segment. We are the first portal where the denim industry speaks directly to consumers, telling them about its future and its evolution through the words of the gurus; those who determine the evolution of the denim industry more deeply through their knowledge, research and creativity.

When did you launch the website and what was the initial reaction?
Denim Freaks made its debut in April 2012. The reaction of the denim industry was simply enthusiastic! In a very short time we got a significant number of followers from the insiders and, generally speaking, from the whole of the web.
Who is the website addressing?
We address all freaks who love denim. As of today, we represent quite a good and large community. We aim to become the portal of reference for the world of denim. We don’t just deliver entertainment, we like to call ourselves an edutainment portal, because we talk to people; we tell them the brightest side of the world of fashion and at the same time we talk about the most technological and scientific aspects of the denim industry.

How many members does the site currently have and how many are you looking to have in the long run?
We are a big family. As of today we count 5,000 freaks. Our goal? Millions of freaks.

What have been the biggest challenges of running the site thus far? What have been the greatest joys?
The biggest challenge for us is to be able to always offer new and interesting content to our public, using direct and clear language, in order to entertain and educate our followers.
Our biggest satisfaction is knowing we hit the denim industry target. The greatest names of the denim world speak about us and appreciate what we do, they wait for us to deliver new content and they appreciate how we talk about this world.

What services do you currently offer through the website?
We speak of passion, tradition and innovation. This is what we do. We want to tell people the history of denim, and also to offer visibility to the best enterprises, the best products and the wildest creativity.

What new services or columns are you planning to add in the short or long-term?
We are planning to start covering more emerging brands, and to create a dedicated area for this. We are looking for the best emerging brands, of course. We would like to track down those who are really passionate and devoted to their work, people who make their product through research and innovation.

Does fashion, streetwear or sportswear play an important role in your website?
We cover all of these segments in our website. In fact our mission is simply to talk about the most brilliant tradition and the most innovative future.
How do you stay in touch with your members? How important is the social network aspect for this website?
Our fans can follow us through the most important social networks: they can even find us walking on the streets, with our cameras, ready to take some nice shots during the most important fairs.
You can find us on Twitter, Facebook and on Tumblr with our inspirational blog. We would like to establish a simple, clear and direct relationship with our followers. We want to entertain them and feel closer to them each day, like one big family.

What section, service or part of the website do you personally like most?
We are really proud of the "Guru" section, which is the one we think makes the difference between us and all other websites. Some of the best designers of the world have chosen to join our project, telling us about their vision of the present, the past and the future of denim. Gurus are the first denim freaks, the real denim addicts, and the very heart of this amazing world.