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ArgumentBlue denim jeans are the most worn garments in the world. Even though denim is often perceived as a symbol of American culture, the denim fabric originated in Europe and has a long history. Yet it was only when denim trousers were riveted that the first modern pair of jeans were created in the late 19th century. Since this invention, jeans have made grand transformations from a worker&#8217;s garment, through a uniform of non-conformity and youth protest, to an item of fashion design. Meanwhile, the manufacturing of denim and jeans has been largely relocated from the USA to Japan, China, Brazil and Turkey. Recently, the Netherlands has become an international marketing cluster for the global denim industry.&#160;The aim of this one-day conference is to explore the evolution of denim from its origins in the French town of N&#238;mes, through the American invention of the modern blue jeans, to the contemporary global manufacturing and marketing of denim and jeans.&#160;Speakers include American, European and Japanese scholars, museum curators, and representatives of denim companies from Italy, Japan, the Netherlands, UK and USA. A round-table will discuss the future of denim and the conference will open the floor for debate.&#160;RegistrationOpen to anyone with an interest in the business history of fashion, this one-day public conference aims to bring together fashion researchers, professionals of the industry, curators, archivists, academics, students and wider public audiences.&#160;Booking is essential as places are limited.The registration fee is &#8364;30 (&#8364;10 for students) and includes lunch/refreshments.To reserve a place, and for further details regarding how to register, please email erasmusfashion@gmail.com or enterpriseofculture@leeds.ac.uk&#160;Registration&#160;http://www.eventbrite.fr/e/denim-on-stage-tickets-18323419842?aff=ehomesavedInfo&#160;www.enterpriseofculture.leeds.ac.ukThis conference is organised by Erasmus University Rotterdam on behalf of The Enterprise of Culture: international structures and connections in the fashion industry since 1945, a three year pan-European collaborative research project funded by HERA II (Humanities in the European Research Area II), in collaboration with HTNK fashion recruitment &#38; consultancy. The event is hosted by House of Denim in Denim City, Amsterdam.&#160;Programme(Please note the programme is subject to change)9H00-9H30 Welcome coffee and tea9H30-9H40Opening by Mariette Hoitink (House of Denim and HTNK fashion recruitment and consultancy)9H40-9H55The Enterprise of Culture: a new look at the European fashion industryProf Regina Blaszczyk (Project Leader for the HERA-funded Enterprise of Culture project, University of Leeds)9H55-10H10Introduction to the conference themeDr Thierry Maillet (Enterprise of Culture, Erasmus University Rotterdam)SESSION 1: DENIM CLUSTERS10H10-10H25The House of Denim as the result of the growth of Amsterdam as a hub/cluster for the world wide denim industryJames Veenhoff (House of Denim, Amsterdam)10H25-10H40Competitiveness of the Japanese denim and jeans industry: the cases of Kaihara and Japan Blue, 1970-2015Prof Ben Wubs (Erasmus University Rotterdam) &#38; Prof Rika Fujioka (KasaiUniversity, Osaka)10H40-11H00 Questions &#38; discussion11H00-11H15 Coffee and tea breakSESSION 2: DENIM HISTORY11H15-11H30Cotton: the making of a modern commodityProf Giorgio Riello (University of Warwick and Enterprise of Culture) &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160; &#160;11H30-11H45Jean and denim, between myth and realityPascale Gorguet-Ballesteros (Curator Mus&#233;e Galliera and Universit&#233; Paris IV Sorbonne) &#38; Aleth Jourdan (Director, Mus&#233;e du Vieux N&#238;mes)11H45-12H00 Questions &#38; discussion12H00-12H15 1&#176; keynote addressAdriano Goldschmied (the &#8216;godfather&#8217; of premium denim, and creator of Diesel, Replay, Gap 1969, AG Adriano Goldschmied. He is currently directing Goldsign)12H30-13H30 Lunch &#38; DJSESSION 3: DENIM &#38; MARKETING13H30-13H45Leader of the pack: jeans advertising since the 1960sDr Paul Jobling (University of Brighton)13H45-14H00Building G-star as a global brandThecla-Schaeffer (Chief Marketing Officer at G-Star, Amsterdam)14H00-14H15The origins of Kingpins and the role of trade fairs in the denim industryAndrew Olah, (CEO Kingpins New York)14H15-14H30 Questions &#38; discussionSESSION 4: DENIM &#38; REPUTATION14H30-14H45Denim dudes: street style, vintage, workwear, obsessionAmy Leverton (WGSN London)14H45-15H00Denimism: denim in the feminist movement and the perception of the American media, 1915-1975Pim Jansen Ma (Erasmus University Rotterdam)14H45-15H00 Questions &#38; discussion15H00-15H15 Coffee and tea break15H15-15H45 2&#176; keynote address: A personal history of Japan BlueHisao Manabe (CEO Japan Blue) &#160; &#160; &#160; &#160; &#160; &#160; &#160;15H45-16H30 Presentation by the House of DenimVisit to the Denim Lab&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;16H30-17H15 ROUND-TABLE ON THE FUTURE OF DENIMChaired by Prof Ben Wubs and Dr Thierry Maillet (Enterprise of Culture, Erasmus University Rotterdam)Mariette Hoitink (HTNK)James Veenhof, (House of Denim, Amsterdam)Amy Leverton (Denim Dudes)Andrew Olah (CEO Kingpins)Thecla-Schaeffer (G-star)Adriano Goldschmied (Founder of Diesel and AG Jeans)Hisao Manabe (Japan Blue)Simon Giuliani (Candiani Denim)&#160;&#160;17H00-18H00 Drinks reception &#38; DJ