Evening blue bloods.

HUGE SIGH…why?! Fuck it’s been a mental week already, no? Maybe it’s just me, is it a full moon outside? I can’t even be arsed to look haha.

It’s 22.22pm on Tuesday (that’s the @clobbercalm kayfabe gone to shit) and I’m finally getting around to typing up the intro to a blog I have been looking forward to posting for weeks.

However, currently I’ve got Lemmy blasting the smoke out my headphones and a half drunk bottle of bud (technically the 11th half) and I’m in the mood to release some selvedge spectactico on the world that breathes blue.

Tonight we speak to Wouter. If you don’t already know, Wouter is the founder/gaffer/top dog/big boss over at @longjohn_denimblog & www.long-john.nl the stalwart. Now knowing that, I’m sure you understand it’s difficult for me to introduce a guy whose denim history lays a lot deeper than the IG feed he sports.

Wouter is an out-and-out denim encyclopaedia and you should deffo be following his blog if you aren’t already! Many of you, I’m sure, have come across him at any one of the denim shows that happen worldwide and that’s because, well he belongs at them.

We could all learn a thing or two from Wouter and indeed I’m sure we all will!

So brothers enough from me for now. It’s time to sit back, relax, crack open a beverage (if you haven’t already, tut tut) and listen to the thoughts of Wouter as @longjohn_denimblog answers the @clobbercalm 10@10.



NAME: Wouter Munnichs aka @longjohn_denimblog
AGE: 40
LOCATION: Eindhoven – The Netherlands
OCCUPATION: Founder of the online denim magazine Long John (www.long-john.nl). Next to running Long John I’m working as a freelancer for the denim industry, mainly focussed on brand and marketing activities. Also co-founder of the Butts and Shoulders brand (www.buttsandshoulders.com).

1. So Why Instagram?

Instagram is a powerful Social channel to reach your target fan base. It’s a perfect platform to meet, connect and explore new interesting people, products and initiatives.

2. Why Denim, Boots, Workwear, Ruggedness?

As I’m working for more than 20 years in the industry this is a way of life for me. It all started in the beginning of the early ‘90’s when I started at Diesel Jeans. I used to work there for 6 years and it was for me the kick-off in the denim industry. In that time Diesel Jeans had the special collection called Old Glory, it was totally new and outstanding. They came out with orange selvage jeans, embroidered jackets, washed-out sweats, etc. All inspired on the authentic brands as Levi’s, Lee and Wrangler. This was it for me! In that time, especially in Europe, nobody did something like this. It was the kick-off of the premium denim industry with high level pieces. A few years later Levi’s started with their LVC line.


3. What are your thoughts on the rise in popularity of “Instafashion” and the community it is creating?

It’s great to see that a lot of brands (and people) are starting their business as an outcome of their popular Insta feed. Social channels in general connects everyone to each other and makes the world really small. You can create your own world. It’s a perfect tool to show your ideas, products, but also to get contact with like-minded people from all over the world.

4. Top 3 brands to shop and why?

Levi’s – It’s the ‘mother brand’ of the jeans.

Butts and Shoulders – As I’m one of the co-founders, but also because we want to do something different than all the big brands. We create our classic style in mainly bags and boots. All made with the best leather and material available in the market. We don’t make collections, just styles every now and then. We want to share our love for authenticity and craftsmanship.

Vintage clothing – Vintage stuff in general. These are the basis of almost every design. I’m really into vintage denim, but also into old army jackets. Really like the functionality of the jackets, every detail has a reason how it’s made.


5. Where’s your favourite place to shop these brands?

I’m a big fan of big cities where you can explore new small independent stores. This can be done in Amsterdam, New York, Paris, London, or wherever.

6. When did you decide to voice and share your love for your threads on social media?

I started Long John 6 years ago as I wanted to share my passion for denim, boots and cool stuff. In that time you didn’t have so many platforms where you could check out and read about the stories behind brands, etc. For me it was also a tool to stay connected with friends and relations of mine in the business. Before we only saw each other twice a year during the trade shows, and through my Long John blog we have contact everyday. That’s the best part of it, stay close to what you like and people with the same interests.


7. What’s the secret behind your great images; Who takes them? When are they taken? How do you capture the magic your followers enjoy so much?

Most of the images on my Insta are coming from the brands themselves. As Long John is a platform to share new brands, products and initiatives (mostly denim) a lot of these are reached-out by the people behind those. The pics made by me are just shots to inspire and show people what’s happening and what’s interesting to check out.


8. What feeds do you like to follow and check in on? Who should we check out?

I’m really into the old vintage denim stuff, so I’m following guys such as;

@antoniodibattista / @viktor_fredback / @vintageshowroom / @originalindianajeans / @v_d_a_y_f (Yutaka Fujihara)

But I’m also a big fan of the new stuff from;

@eatdust / @pikebrotherscompany / @blueblanketjeans / @benzakdenimdevelopers / @grivecbros

There is too much cool stuff to check out, hahaha.

9. What tips would you give new starters on Instagram to help them get there feed off the ground and successful?

Do what you like and do it your own way. Don’t look too much at others, and try to share your own story.


10. And Lucky Last, You’re going to be stranded on a desert island, you can take 1 outfit (4 items) and 1 drink ONLY with you. 

What would they be? Who made them? Why are you taking them?

A classic pair of worn-in Levi’s jeans, plain white t-shirt, a pair of boots (Butts and Shoulders or Red Wing Moc Toe’s) and a denim jacket for the colder nights.


So you see, Wouter has his denim shit well and truly nailed! He genuinely knows what’s about.


Ah, just had to quickly Google a pic of Van Halen, “JUMP” just started playing on this mental, weird 80’s playlist I’ve let slip into my Spotify feed and I was just curious…”what the hell does Van Halen look like?” Turns out, pretty cool back in the day. An old bugger now but back in the day…a good looking dude!

That’s enough of a window into my mind, go over and hook up with all the @longjohn_denimblogoutlets, if you haven’t already, as it’s an intriguing encyclopaedic style insight into the word of blue!

Thank you very much for your time Wouter on behalf of the whole @clobbercalm cause. I look forward to chatting again sometime in the future! 

So, moving onto what’s next? Well we have tonnes in the pipeline but for now let’s concentrate on Saturday…it’s the May edition of the PT&F17 series of updates.

Tune in for that guys and, seriously, have a top weekend people. Be it with family, friends or your own mighty fine selves! We only live once and ain’t none of us getting this weekend back so make sure it’s a good’n! Try and show some love if possible, it tends to make everything a little better.

Stay close peeps.

Ben @clobbercalm.