An ode to creativity.
7 denim project
One blue thread
Great ideas don’t happen standing still.
During GLUE Amsterdam, three worlds collided. Se7en’s ergonomic design. Florian Regtien’s raw artistic vision. And Denim City’s craftsmanship and urban denim culture.
One blue thread connected them: empowering creative talent.
At the heart of the exhibition stood Jean Octo — created from around 150 pairs of pre-loved jeans and inspired by the many movements, tools and ideas of a creative mind. Around it, our two concepts Denim Identity and Under Cover translated the art installation into chairs made for everyday use: from personalised recycled denim to removable covers made from employees’ own pre-loved jeans.
Visitors didn’t just see the story. They stepped into it. Through denim, design, live laser work and behind-the-scenes tours, the everyday office chair became a canvas for creativity and identity.
Stitched. Aged. Reborn. Undeniably individual.
Because for a creative mind, a chair is never just something you sit on. It’s where ideas take shape.
01 Jean Octo
More arms. More reach. More possibilities.
Jean Octo transforms the Se7en office chair into an octopus. Its tentacles become an extension of the body — expanding more movement, reach and possibility. The installation is inspired by an iconic self-portrait by Jean Cocteau, in which multiple arms and hands perform different actions at once.
Made entirely from discarded denim — around 200 pairs of jeans — Jean Octo brings functionality, imagination and reuse together in one unexpected form.
02 Denim Identity
A canvas for individuality
Denim Identity turns the Se7en office chair into a canvas for individuality. Upholstered in Denim City’s sustainable denim, the chair starts clean and understated. But the surface is yours to make your own. A logo, symbol or signature can be laser-treated directly into the fabric, giving every chair its
own identity.
From workspace essential to an extension of the people and brands that use it. Because what you sit on can say something about who you are. Your chair. Your identity.
03 Under Cover
Same chair. New identity?
Under Cover gives the Se7en office chair a new jacket. Literally. Made from discarded jeans and new denim. The cover moves with the chair and can easily be removed and washed.
Denim becomes more than upholstery: a flexible layer that allows the chair to change again and again. Optionally, even with your own worn denim. Imagine an office full of Se7ens, each carrying a personal story. Changing without replacing. If clothing is an extension of our identity, can a chair become one too?
Want to be the first to sit?
Our new denim models are on their way.
Leave your email and we’ll let you know when they’re ready to meet you and available to buy.
