Chinese denim mill Advance Denim celebrated the 10th anniversary of its Amsterdam showroom with a lively boat party and cruise through the city’s canals, bringing together leading figures from the global denim industry ahead of the Kingpins Amsterdam trade show. The event combined celebration with connection, marking not only a decade of the company’s European presence but also the launch of its new “Denim Gatherings” initiative — a series of networking events designed to strengthen collaboration and creativity across the denim supply chain.
The evening cruise attracted a mix of denim professionals, including designers, brand representatives, fabric specialists, and sustainability partners from around the world. Guests enjoyed live entertainment, cocktails, and dinner while sailing through Amsterdam’s illuminated waterways, transforming a corporate milestone into a community experience. Advance Denim directors Amy Wang and Michael Lam welcomed attendees, expressing gratitude for a decade of partnership and progress, while emphasizing the company’s ongoing mission to foster open collaboration between mills, brands, and innovators.
The event was supported by key fibre and sustainability partners, including LYCRA®, Lenzing, and Naia®, reinforcing Advance Denim’s focus on innovation and responsible production. Together, the collaborators highlighted the role of sustainable fibres and advanced technologies in shaping the next generation of denim products. By partnering with global material leaders, Advance Denim positioned itself as a company deeply committed to driving change beyond the factory floor — into the heart of how denim is imagined and produced.
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Established in 1987, Advance Denim is China’s first denim mill and one of the most technologically advanced producers in the region. Its Amsterdam showroom, opened in 2015, has since become an important European hub for showcasing new fabrics and engaging directly with fashion brands and designers. Over the past decade, the space has served as a creative bridge between Asia’s manufacturing capabilities and Europe’s design community, offering a place for hands-on fabric experiences, collaboration sessions, and sustainable innovation showcases.
The 10-year celebration not only commemorated the company’s achievements but also marked a strategic move toward deeper industry engagement. The newly introduced “Denim Gatherings” will build on this foundation by hosting a series of informal networking events in key denim hubs, allowing professionals to connect beyond traditional trade shows. The gatherings will encourage idea exchange, highlight advances in eco-friendly fibre technologies, and promote collective progress in reducing the industry’s environmental footprint.
The timing of the event — just before Kingpins Amsterdam — amplified its significance. Many of the attendees were already in the city for the trade fair, turning the Advance Denim cruise into the unofficial kickoff of denim week in Amsterdam. By merging celebration with strategic outreach, the mill effectively positioned itself at the center of the denim conversation, showing that innovation and community can move forward hand in hand.
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Advance Denim’s leaders noted that the company’s future focus will remain on pushing boundaries in sustainable production, transparency, and creative partnerships. As global demand for eco-conscious textiles continues to grow, initiatives like the “Denim Gatherings” reflect how forward-thinking mills are moving beyond transactional relationships to build collaborative ecosystems that inspire progress throughout the supply chain.
With its Amsterdam anniversary celebration, Advance Denim demonstrated that the spirit of denim — rooted in resilience, adaptability, and connection — continues to evolve. By turning a showroom milestone into a moment of unity, the company underscored its belief that the denim industry’s strongest fabric is not just made of cotton, but of collaboration.
