BLUEZONE Voices: Q&A with Wouter Munnichs
A few weeks ago, BLUEZONE hosted its twice-yearly denim show in Munich with a brand-new setup. Instead of the familiar Zenith Halle, BLUEZONE was accommodated in the center of the larger Munich Fabric Start show. According to the organizers behind both shows, the integration of BLUEZONE was a necessary change to tap into current developments and to accommodate cross-pollination.
While we have uploaded some editorials about the upcoming show and spoken extensively about the integration of BLUEZONE, these articles were mainly based on research, experience, and quotes. Now that the show is over, we have reached out to two key denim industry figures to ask them how they thought this year’s BLUEZONE went, particularly the new integration of BLUEZONE into Munich Fabric Start. Today, we’ll be talking to Wouter Munnichs, founder of Long John.
Introducing Wouter Munnichs
Wouter Munnichs is a denimhead from the Netherlands with a love for raw and vintage denim. He is the founder of Long John, a leading online denim magazine which he has used to share his love for denim and discuss the latest denim industry news. Leaning on his three decades of denim industry experience, he also works as a freelance denim specialist, advising brands and retailers around the world. In 2020, he was recognized as a “Denim Influencer” by Rivet 50 for his contributions to the industry. Wouter will soon be celebrating Long John’s 15-year anniversary. His coverage and storytelling combine his industry expertise with his love for some of the incredible stories behind denim. Wouter’s voice is one of the most important and respected ones in the global denim community.
We spoke with Wouter and asked him why he keeps coming back to BLUEZONE each season and what he thinks about BLUEZONE’s integration with Munich Fabric Start.
Robin: I really enjoyed seeing you in Munich last week and spending some time together. How did you find the show overall?
Wouter: I think it is a smart move to bring the two shows together under one roof. The results showed that visitors of Munich Fabric Start (MFS) also visited Bluezone, and vice versa. For exhibitors, it’s very interesting to meet new people next to the regular ones. In the end, this is what trade shows are all about. To meet new people and to get in touch with the best professionals in the field.
Next to this, the show was again loaded with many inspiring elements, from lectures, talks, to expos and unique activations.
Robin: What aspects of the NEXUS show of BLUEZONE did you enjoy most during your two-day visit.
Wouter: In short, the whole package of the show: the people, the visitors, and of course the exhibiting denim companies, but also everything that was organized to get everybody engaged and inspired. And, of course, it was good seeing the denim community coming together again, just like one big family!
Robin: You joined forces with Thomas for a panel during the show. What was the panel’s theme, and how was the feedback afterward?
Wouter: We shared inspirational examples of denim brands and how they act on social media, and in general as it comes to content. How they connect and engage with their target audience, how they built a story around their brand that fits their DNA and, above all, how they implement this in their social media strategy. The feedback was super, people always love to hear new insights and new creative examples from the industry. It was a laid back panel with a fine group of enthusiasts!
Robin: In comparison to earlier BLUEZONE editions, what is your perspective on NEXUS?
Wouter: I really loved to see the two shows coming together—how they were connected to each other, and how they strengthened each other.
Robin: What kind of feedback have you received from exhibitors and visitors at the NEXUS show?
Wouter: I heard so much positive feedback from them. They loved the positive vibe on the trade show. They told me that they talked with people who normally don’t visit Bluezone, but only MFS.
Robin: Looking at the bigger picture, what makes you come back to BLUEZONE season after season?
Wouter: The show always feels like a denim family: cozy and inspirational. Above all, it’s a place where you connect with the right people who share a blue-hearted mindset. I simply can’t miss it each time!
Robin: How do you view BLUEZONE’s position in this constantly evolving denim market?
Wouter: I see and feel that Bluezone is constantly moving, like it’s flowing easily with the market. They listen to their exhibitors and visitors to stay relevant and up to date. They’re always open for new ideas and to walk new paths, although this isn’t always that simple. They’re always improving, and that’s something that isn’t always standard.
A huge thanks to Wouter for sharing his insights and vision on BLUEZONE! Want to dive deeper into this amazing show? Head over to the BLUEZONE website. If you’re curious about Wouter’s world of denim, check out long-john.nl or give him a follow on Instagram!
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