To celebrate our Tenue de Nimes collaboration with William Krol's Tender Co. they decided to invite Krol to their denim store in Amsterdam. William was kind enough to tell us everything about his lovely brand and the story behind his 'Tender' concept. The video could have lasted for hours. The British denim professor, who learned the basics at Evisu in Japan, is literally a living denim encyclopedia. They at Tenue de Nîmes believe his brand, and more importantly, his products personify a refreshing, contemporary view on heritage denim. Tender Co. stepped away from traditional 5-pocket vintage denim. And although every single jean somehow reminds us of early 1900's denim his signature is unique, refreshing and unlike any denim product they have ever seen. Enjoy the show.