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Brand New | Rockford Mills

April 14, 2010

New Dutch denim brand Rockford Mills is based on the history of American jeans making, but isn’t nostalgic for long gone days or a copy of what used to be – they rather aspire to reinvent that. Founded by Kees Scholten, previously Creative Director at Tommy Hilfiger Denim, the brand’s aim is to pay tribute and gain inspiration from “the North American culture, to the glory days and youthful aspirations, now faded or simply washed away or worn out by overuse”. Quite interesting, I’d say, coming from a Dutch brand, but with all that American heritage hype going on in the denim realm right now, I’m certain they have chosen the right path to walk in, and anyway, wasn’t New-York once called New Amsterdam?

More images of Rockford Mill’s fall 10 collection after the jump

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