Leave the Levi's at home: the Dutch are known for their denim brands, making Amsterdam the perfect place to pick up a pair with a unique pedigree.
Denham the Jeanmaker: English expat Jason Denham's high-end line combines premium Japanese selvage denim with a traditional approach to tailoring (leg darts; signature seven-point pockets). The flagship (8 Hobbemastraat) has the largest selection.
G-Star Raw: Famous for using unwashed, untreated fabric, G-Star Raw (24-28 P.C. Hooftstraat) produces boyfriends and skinnies that are practically indestructible. Also look out for their more grown-up Marc Newson and Correct Line ready-to-wear collections.
Kuyichi: Sustainable organic cotton and all-natural indigo dyes are some of Kuyichi’s ethical trademarks—bonus points for the street-style cred. Find them at Maison de Bonneterie (140-142 Rokin) and Nukuhiva (36 Haarlemmerstraat).
Kings of Indigo (K.O.I.): This edgy, hard-to-find label was started in an Amsterdam attic; jeans are made from organic and recycled materials and come with a repair kit. K.O.I. is sold at stores including Bendorff (99 Utrechtsestraat) and Sukha (110 Haarlemmerstraat).