AMSTERDAM’S RED LIGHT TURNS BLUE FOR D_DAYS
Presented by multiple identities’ “no shop”: A celebration of denim and creativity
From April 16 to 19, 2025, Amsterdam’s historic Red Light District will transform into a vibrant hub of denim culture and creativity as D-Days takes over the medieval Blaauwlakenblok neighborhood. Hosted by multiple identities “no shop” shop, this week-long celebration dives deep into the world of denim, offering curated art, innovative threads, sustainable workshops, and unforgettable events.
D_DAYS: Redefining Denim Culture
Centred around the medieval Blaauwlakenblok (literally, the ‘blue sheets block’), D_DAYS is more than just a must-attend event. It’s a movement to explore the future of denim culture while breathing creativity into one of Amsterdam’s oldest neighbourhoods. Anchored into the ethos of the “no-shop” shop, which challenges over-commercialization in the Red Light district, D-Days offers a fresh perspective on meaningful creativity and cultural regeneration.
Jacqueline Haeberle, founder of multiple identities, shares:
"We look at denim as more than just fabric. Denim is twill; it’s technical, functional, and innovative. This event celebrates its endless possibilities—from fiber and function to color, embellishment, and dyes. It’s about going beyond the blues and embracing the future of this material”.
Why Denim Matters
Denim has evolved from its indigo-dyed roots to a versatile material that supports technical performance, artistic expression, and sustainable practices. D_DAYS highlights these innovations, including the mi_Defender M coat, a flame-retardant, splatter-proof, infrared-proof, wind- and waterproof design that showcases the potential of high-performance twills.
Program Highlights:
Wednesday, April 16th (13:00–22:00)
UNIT9 Collection Launch: Featuring undyed natural colors and dark black-dyed items.
Blaauwlakenblok Event: A multi-venue celebration with CKX Studio, Cream Vintage, and more.
Thursday, April 17th (13:00–21:30):
Natural Dye Workshop - “To Dye For”: Led by Iris van Melsen, this hands-on session explores sustainable dyeing techniques. Participants will create patterns using 100% natural ingredients.
Friday, April 18th (13:00–20:00):
Scarfsleeve Gallery Soft Launch: Exclusive scarves by SoyBoy, Permanent Clothing, UNIT9, and more.
Read more here https://multiple-identities.com/collections
Saturday, April 19th (13:00–20:00):
UNIT9 Closing Event: A grand finale celebrating the week’s creativity and innovation.
Location:
multiple identities studio / “no shop” shop
Sint Annendwarsstraat 6
1012 HC Amsterdam, The Netherlands
Surrounding streets: de Oude Kerk, Order tattoo, ArtCastle, Glam Cult, Sans Serif, and Pop Trading in Amsterdam, near Lack of Guidance and Bonne Suits.
About the “To Dye For” Workshop:
Led by Iris van Melsen of Permanent Clothing, this workshop delves into ancient dyeing techniques from Egypt and China. Participants will learn to prepare clothes for dyeing, create dye baths, and experiment with natural ingredients to craft unique patterns. Iris notes:
"This workshop is about rediscovering traditional techniques while creating something personal and sustainable."
About the “No Shop” Shop
The “no shop” shop combines studio, gallery, and retail innovation. It’s a platform for designers and artists pushing creative boundaries, offering an alternative to the overly commercialized Red Light District. The space embodies multiple identities’ mission to turn the Red Light into the Brightlight—a beacon of cultural regeneration and expression.
Featured Designers and Artists:
New Additions: Love en Masse, UNIT9, Beyond Studios
Evolved Editions: Boris Tellegen (aka Delta/APT), Studio Encore, Maison Indigo, Vlieger van Dam, and more
Unit 9 at multiple identities
New additions:
Love en masse (+1/020), Unit9 [shanghai/london/020] , Beyond Studios [020]
Evolved editions:
apt_aplaything / BorisTellegen, Thec_La Schaefer, Vlieger van Dam, studio__encore, multiple_identities_product, maison_indigo, mukakasa, soyboy, Plant Based Gallery, Studio Draadpraat, Christina Diebel, Love en Masse, beyond studio and De nieuwmarkt Buurt
