Focus online

News from the ADenim labs

ADenim Germany is different. And always has been. From absolute conviction and because of its love of experiments. ADenim cultivates a fresh view of things, goes off the beaten path. Projects such as the roof-destroyed denims that spent 12 months outdoors in all weathers on the roof of the company headquarters, and the design partnership with PARKA, the uncrowned kings of indie pop, show how ADenim loves trying out new things. The team at ADenim doesn't think much of traditional approaches and restrictive specifications. To get the new year off to a good start, the jeans label is again departing from convention and focusing on its presence in the World Wide Web.

ADenim fans love unconventional things and appreciate the love of experimentation that their favorite brand has stood for right from the start. They are particularly keen on shopping in the one place they can be sure of finding unusual, unique things: the internet. "This is where our target group is waiting," is how Marco Lanowy, Managing Director of the Mönchengladbach-based pants label, explains the results of an internal study. The logical consequence is to strengthen the company's focus on its internet presence. The website and eStore have been completely redesigned to optimize the brand's direct contact with the customer. Particular importance is attached to networking within the community. Whether Facebook, Twitter, Instagram or Pinterest – communication via social media is an essential part of ADenim's strategy. "We see this step towards becoming an online player as an experimental process with the ultimate goal of establishing us as a creative brand. By coming into direct contact with our target group, we can make our story even more tangible and comprehensible in every respect," is how Marco Lanowy explains the intentions behind this decision. "This naturally doesn't mean that we won't be looking after our existing trade partners as before. We will simply stop searching actively for new ones. Anyone interested in ADenim will always find a ready listener - provided the concept is right, adds ADenim's frontman.

The exciting feeling that comes when you feel ADenim against your skin for the first time. The complex manufacturing process ensures that every ADenim fits perfectly. Every pair of jeans is subjected to complicated washes and handwork in a process lasting several hours (up to seven hours). This makes the quality fabrics robust yet pleasantly soft to the touch. Finally the denims are individually finished by hand using several processes. The result is jeans with character. Unique garments which exude quality and are proud to claim: a brand made with love and care.