First things first: Denimhunters is more than an online magazine about jeans. Some could argue it’s a lifestyle merely posing as a digital publication. Sleek, stylized, detail-oriented; the experience of perusing Denimhunters is akin to stepping into a denim aficionado’s beautiful, indigo-tinged daydreams.
There’s content galore about denim brands, taking proper care of jeans, and wikis devoted to fades, Japanese raw denim, and natural fiber. There are gorgeous photos, engaging videos, and seriously interesting features.
This comes as little surprise. Our email correspondence with Editor-in-Chief Thomas Stege Bojer quickly revealed a man who is emphatically in love with denim. Frustrated with never finding the denim information he desired online, Thomas created Denimhunters in honor of his adoration. “Denimhunters is basically a materialization of my never-ending hunt for jeans and denim,” Thomas explains.
And he isn’t alone; Danish-born Thomas tapped into a massive, universal denim community when he started penning his posts in English. “By far, the single greatest aspect of having created a recognized and respected platform about the raw denim lifestyle is all the people I’ve had the chance to meet,” he says.
For those in the denim know, the many contributors to Denimhunters boost impressive bios. Alongside their professional forays (which range from digital artists to photo journalists, academics, and denim professionals), you’ll find each contributor’s denim ‘geek’ spot, from fades, vintage finds, and true denim love. What’s Thomas’? “The one construction detail I geek out the most about is the roping effect of proper stitched hems. There’s simply nothing like it.”
For those who aren’t in the know, fear not: Denimhunters is an invaluable resource for denim glossaries, indexes and wikis. “The information in our Denim Wiki is sourced from countless hours of reading, talking, and thinking about denim,” Thomas explains. “Much like I imagine car or motorcycle enthusiasts are interested in the functionality and technical aspect of engines and vehicles, and not just aesthetics, so do we have a thirst for knowledge about how jeans are made.”
Truly, depth may be the strongest of Denimhunters’ many attributes. Brand profiles, op-eds, trend pieces, and historical features stitch together seamlessly to form a comprehensive and multi-faceted mosaic of denim—its vivid history, contemporary happenings, and the future of the fabric as we know it. At Denimhunters’ core, there is clearly an authentic obsession with denim that we here at LS&Co. can get behind.
And it appears the feeling is mutual. A site search for ‘Levi’s®’ retrieves thirteen pages of posts. “As you may notice,” Thomas quips, “quite a few articles about Levi’s® were written by me. I’m a big fan of Levi’s®—partly because it’s the mother of all jeans, and thus the brand with the richest history of product development.” Thomas can, in fact, spot a vintage Levi’s® product solely from a quick glimpse. How? By looking first at the selvedge, then the care tag, before moving onto other fine details.
“Where it gets really interesting,” he says, “is if you look at the stamp on the back of the top button; if it says ‘555’ then the jeans were made at the Valencia Street Factory in San Francisco.” While that factory may have closed, Thomas still admits to grabbing a selfie in front of the building.
So how does someone like Thomas end up founding one of the most definitive and comprehensive denim resources online? Not from formal training—Thomas is entirely self-taught in the world of raw denim and jeans, and his passion to connect the denim head community is infectious.
“I love the fact that everywhere I’ve traveled there are people like me who love denim,” he says. “It’s like one big family. We don’t all like the same cut, finish, or fabric, but what binds us together is the love for fading indigo dyed denim. And there are a lot of emotions involved; denim is easy to love.”