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The Denim dudes book: An insider’s look into the world of denim

February 27, 2019

Refreshingly candid, the Denim dudes book is a unique publication that offers unrivalled insight into the minds of the eccentric dudes involved in the world of denim.

Diverse Denim Dudes Book

Denim has evolved into a fascinating and diverse industry that transcends age and decades. And the Denim dudes book captures the essence of what makes the world of denim turn around. Well chronicled and beautifully illustrated, it is guaranteed to inspire vintage workwear enthusiasts, denim lovers, designers and fashion professionals alike!

Washing Denim in Bangladesh factory

Washing Denim in Bangladesh factory

Snapshot of the global denim business

An overwhelming number of fashion publications each year are targeted to dudettes – hardly surprising! But Amy Leverton, the undisputed dudess of the world of denim, has produced the Denim dudes book as a tribute to the thousands, if not millions, of dudes that are involved in this fascinating aspect of fashion.


Author of the Denim dudes book and denim fashion designer, consultant and entrepreneur extraordinaire Amy Leverton knows a lot about what goes on in the global denim business – an industry that’s worth over $75 billion annually just in jeans revenue. According to Leverton, with more than 3.9 billion jeans produced every year, nearly half of the global population dons a pair.


Leverton’s Denim dudes book is a book with a difference. Unlike the many other publications before this that have a feminine focus, Dudes is a street level look at the lives, personalities and lifestyles of the famous dudes involved in the denim revolution.  And no one knows more about these stylish and sometimes eccentric dudes than Amy Leverton.

Evisu logo on jeans pocket.

Evisu logo on jeans pocket.

Intimate knowledge of all things denim

The Denim Dudes book is essentially a collage of Ms. Leverton’s first-hand knowledge of all things denim. With her formal education in fashion design completed, through a BA Hons from Kingpins University in 2002, Ms. Leverton started small, initially working for indie designers.


She later got her first insight into the stylish denim industry at Oki-ni, London, which counted amongst its clients heavyweights in the world of denim – including Levi’s, Adidas, Evisu and Duffer St. George, amongst a host of others. In many ways then, that was where the initial seeds for the Denim Dudes book were sowed!


Amy has been involved with the denim industry since 2003, initially as a designer of denim and casual fashion, and later as a consultant with deep insight into fashions and trends of this fascinating and diverse industry. Her stints with WGSN and Stylesight, in the UK and the US, gave her even more insight into the key players in the global denim arena.


The launching of the Denim Dudes book in 2015 was likely a turning point for Amy, when she decided to go freelance and emerge herself even more deeply into the world of denim. From London, New York and LA, Amy scours the runways and catwalks looking for dudes in the denim world that make it turn around.


It is through this diverse background and experience that Amy brings with her a deep knowledge and insight into the stylish lifestyles of the people she documents in Denim dudes book. It puts her in an ideal position to pain a detailed snapshot of the world of denim!

Ben Butler, a Mojave and farmer on the Colorado River Indian Reservation, 1942

Ben Butler, a Mojave and farmer on the Colorado River Indian Reservation, 1942

Denim gamechangers

Amy Leverton considers the writing of Denim dudes book as “game changer” for her fascinating career. However, she unashamedly admits that creating this awesome work didn’t really teach her much about the fascinating and diverse industry. Instead, Amy feels that the game changing aspect comes from the peer validation she received – of her deep knowledge of the latest denim styling, her command of the global denim business, and her insight into the lives of power-brokers obsessed with the world in which denim is king.


The writing of Denim dudes book took Ms. Leverton from total obscurity to well deserved fame, because now her peers, clients and everyone that mattered in this fascinating and diverse industry accepted for a fact: The Denim dudess knew what she was talking about. And that was the true impact of how writing the Denim dudes book changed the game for Amy Leverton!

Denim dudes book – A must read

The Denim Dudes book is a street style look at global denim trends and styles. It is a must read for designers and fashion professionals looking for inspiration into the “next big thing” in denim.


Ms. Leverton has taken inspiration from her travels around the world of fashion – from London, New York and LA, to Hong Kong, Dhaka, Dubai and Amsterdam…and beyond, and created the Denim dudes book. And it’s all chronicled and illustrated in a way that no one had ever attempted to before!




Links and inspiration [i] [ii] [iii] [iv]









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