An initiative called Denim City, which aims to host under one roof a hub for denim design, events, shops and education, has opened a second site in São Paulo.

The first Denim City officially opened in Amsterdam in 2015 with non-profit group House of Denim, platform for innovation and craftsmanship Jean School and the C&A Foundation (now Laudes Foundation) among the principal founders. A group of denim brands and their suppliers, including Candiani, Levi Strauss & Co, Calvin Klein, Tommy Hilfiger, G-Star, Tolkar and Jeanologia were co-founders.

Denim City São Paulo will have a co-working space, a retail area and a café.

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