How Tenue de Nîmes Carved Out Its Own Niche in Raw Denim (with Menno van Meurs)

Tenue de Nîmes is different from other high-quality denim-focused retailers. The Amsterdam-based retailer is inarguably one of the world’s finest denim destination. On this episode of the podcast, Thomas talks to the man behind Tenue de Nîmes, mr Menno van Meurs. They talk about his dad’s old jeans and cowboy boots. They talk about his love for sports and later denim. How he got a job in Mode d’Emploi, whose owners also did the Atelier la Durance brand. And how he, together with two others, started Tenue de Nîmes in 2008. Of course, they also talk about what I think is one of the coolest in-house marketing platforms of any denim retailer, their publication Journal de Nîmes. And they talk about why the fashion industry is so f*cked up and actually really needs to change, which the COVID-19 crisis is facilitating.