Netherlands is often called the Jeans capital of the world. The country is very “Jeans Savvy” with consumers very much conscious of the type and quality of jeans they wear. Besides, some of the most well know denim brands are headquartered at Amsterdam including G-Star, Tommy , Pepe Jeans, Levis Vintage, Scotch & Soda , Denham- to name a few .The Jeans school by House of Denim enables more denim technicians to be created every year . Amsterdam Denim Days with Kingpins, Blueprint and City Center  twice a year draws the best of denim fashionistas from around the world. Not to forget , Amsterdam also hosts some of the best denim shops globally !

All these denim centric activites ensure Netherlands a very strategic place in global denim scenario. It also ensures that the denim consumption in Netherlands is quite high. Is it higher than or lower than US / Brazil / Japan etc which are considered the places with very high  per capita consumption. Well, lets see in the report below and prepare to be astonished !

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Note: We have considered all kinds of exports from Netherlands and Imports into Netherlands before arriving at consumption figures. Production is negligible in Netherlands, so the same has not been considered.

1.Men’s Jeans

First we will have a look at what is the status of men’s jeans consumption in Netherlands. Starting from  2014 we find that the consumption of jeans was  35 million pcs with a VERY HIGH PER CAPITA consumption  4.26 . This is an incredible figure and more than double of that in US (which is aobut 2 jeans per men) .This clearly shows that perhaps Netherlands has the highest consumption of men’s jeans globally.
This consumption fell by  5% as the consumption fell to about 33 million pcs with  a per capita of 4.01 in the year 2015. However the fall was temporary and it again increased by 22% in 2016 to reach 40 mllion pcs . If we come to 2017, we find that the consumption of men’s jeans for the first eight months of 2017 was about 23 million pcs and if the same trend is followed the consumption is likely to be about 35 million pcs at the end of the year 2017. It is also interesting to see that the consumption of men’s jeans varies from 68% to 70% of the total jeans consumption for the three consecutive year from 2014 to 2016, and the same ratio in consumption is likely to be seen in the year 2017. This clearly indicates that Netherlands is primarily a men’s denim like Germany and unlike UK.

Year	Quantity (In Pieces)	Population (approx.)Â	Per Capita (Qty/Population)
2014	35,815,534	8,400,000	4.26
2015	33,882,584	8,450,000	4.01
2016	40,546,603	8,500,000	4.77
2017 (Eight Months)	23,937,082	8,550,000	NA
2017 (Projected)	35,905,623	8,550,000	4.20

2.Women’s Jeans

We already know that this market is dominated by male jeans. Lets look at what females are upto 🙂 The consumption of women’s jeans is about 50% of that of men’s jeans.  The consumption of women’s jeans for the year 2014 was about 16 million pcs with per capita of 1.94 ,which saw a decrease of about 6% to 15 million pcs with a percapita of 1.80 , further the consumption increased about 6% again to 16 million pcs with a per capita of 1.90 in the year 2016 . The imports for the first eight months of 2017 was 12 million pcs and if the same trend is followed  the consumption is likely to be 18 million pcs . Thus we see that the average consumption of women’s jeans in Netherlands is about 1.9 jeans approx in the last 3-4 years and expected to be more than 2 in 2017 end figures. It is much lower than men’s jeans but it is ACTUALLY MUCH HIGHER than most markets around the world. It is equal to US men’s jeans consumption – a figure which itself speaks about the kind of importance jeans holds in the minds of Dutch women !

Year	Quantity (In Pieces)	Population	Per Capita (Qty/Population)
2014	16,283,494	8,400,000	1.94
2015	15,217,085	8,450,000	1.80
2016	16,145,387	8,500,000	1.90
2017 (Eight Months)	12,398,855	8,550,000	NA
2017 (Projected)	18,598,283	8,550,000	2.18

3.Total Jeans Consumption (Men + Women)

When we look as a country , we find that the figures average out to certain extent but we still look at consumptions of more than 3 jeans per person per annum. This , we can safely say, is the HIGHEST PER CAPITA consumption of jeans around the world. We think that “JEANS CAPITAL OF THE WORLD ” is the right title for Netherlands when we look and understand the figures here. It also somehow gives more hope to the industry that there is a possibility that other markets may also see increase in consumptions down the line and pave way for the industry to grow.

Year	Quantity (In Pieces)	Population	Per Capita (Qty/Population)
2014	52,099,028	16,800,000	3.10
2015	49,099,669	16,900,000	2.91
2016	56,691,990	17,000,000	3.33
2017 (Eight Months)	36,335,937	17,100,000	NA
2017 (Projected)	54,503,906	17,100,000	3.19

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