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ROC van Amsterdam

Co-creating the world’s first and only school of denim.




Concept Development, Co-creation


James Veenhoff


Amsterdam is rapidly becoming one of the world’s most directional ‘denim industry’ capitals. G-Star, Denham, Calvin Klein, Hilfiger, Scotch&Soda, Kings of Indigo and many other brands are based here. Alongside many opportunities, this brings challenges and responsibilities. How to train a bright blue generation of new talent that will bolster the development of Amsterdam’s denim brands, and lead the transition to a cleaner industry?

In co-creation with experts from a wide variety of brands, we developed a concept. In partnership with ROCvA we piloted with a 10-week course. Following enthusiasm from students, teachers, brands and industry experts, we then collaboratively developed a detailed curriculum.


One of the first and most remarkable public-private collaborations in Dutch education: a 3-year denim-dedicated education programme; government-funded and state-accredited. The approach that formed the basis for this school (of close collaboration with multi-industry-leader coalitions to conceive, develop and realise new education programmes) has recently been taken as a blueprint for further education reform in collaboration with ROCvA. we redefined education in Physical Education, Event Production, Logistics, Menswear, Hospitality. And with Retail, Beauty and Finance coming soon.


After only 5 years in operation, Jean School is a globally acknowledged center of education. Attracting students from all around the world, collaborating with top brands, manufacturers and academies. Jean School was recently ranked #101 in a global list of top fashion institutes. Remarkable for a vocational programme to sit among – and above – highly reputed master courses.



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