WHERE PASSION MEETS DENIM.
Denim Driven: Meet the Mastermind Behind Petrol Industries’ denims!
Meet the Denim Designer at Petrol Industries: Dave Edwards. Every day, he brings tradition and craftsmanship back to life. With a great eye for detail and a genuine love for denim, Dave ensures every piece boasts a flawless fit, sublime finishing, and unmatched quality.
“ With a sharp eye for detail and a genuine love for denim ”
Dave’s dedication and vision continue to shape Petrol’s denim DNA, ensuring that every piece tells a story of craftsmanship and innovation. From carefully selecting the best materials to overseeing the finishing touches, Dave guarantees that each pair of jeans is crafted with passion and precision. His commitment to perfecting every stitch is what makes our denim stand out. When you wear our denim, you're wearing the results of his expertise.
Enchanted by heritage
Dave: 'At the age of 22, I applied to one of the most popular denim stores at the time in my hometown, Rotterdam. A few months into my new job, the store introduced a collection inspired by the rich heritage of denim. We, as a sales team, learned all about the origin of this piece of clothing. It intrigued me. I would never have thought there would be such an interesting part of history behind this fashion item. It triggered me to learn more about this and to value denim even more.
I started searching for vintage pair of jeans and altered them with my first sewing machine.’ As time passed, Dave got better and better in it. He decided to quit his job and started working as a travelling tailor for well-known denim brands. Stores throughout Europe offered him a spot in their stores, so that customers could customize or adjust their denim. The curiosity had turn into a true passion by that time.'
“ It intrigued me. I would never have thought there would be such an interesting part of history behind this fashion item.” ”
Sometimes, the right opportunity comes when you least expect it. For Dave, it all began with a chance meeting with an old colleague from the denim store. During their conversation, he learned about a growing fashion brand in need of a denim designer. Despite not having experience in compiling entire denim collections, Dave didn’t hesitate. He seized the moment and stepped into the world of Petrol.
Almost twelve years later, Dave is still Petrol’s denim designer, and his work has helped make denim one of the brand’s signature pieces. He explains: “My handwriting when it comes to designing denim? It’s all about the heritage references. I love using old techniques and reworking them into on-trend fashion items. This can be unique stitching methods or details like extra pockets. To keep inspired, I dive into books and magazines – especially from Japan – where the origins of vintage jeans are explored in depth.”
“ My handwriting when it comes to designing denim? It’s all about the heritage references. ”
Driven by Denim, Fueled by Motorbikes
For Denim Dave, denim might be his first love, but motorbikes are a close second. As a teenager, he secretly crossed around on mopeds and motorbikes, together with his friends. However, even though he already dreamed about riding a motorcycle as a kid, it took some years before Dave finally took the chance to get his driver license.
Dave: ‘I reached a certain age and decided: if I don’t get my license now, I never will.' After I passed the test, I immediately got my own motor bike: a BMW K75, rebuilt into a scrambler bike. Definitely my pride and joy, but if I could choose, I would really like to add a Harley Davidson to the collection.
Denim and motorbikes: for Dave, they’re not just interests, they’re his identity.
Denim Dave's favorites:
