In 2009, Veenhoff and Hoitink started the foundation House of Denim, a platform for craftsmanship and innovation in the denim industry. In order to be innovative, education is a crucial element but a jeans-education appeared to be unavailable anywhere in the world.
For that reason, the ROC Amsterdam was approached to start a pilot for a proper denim education. In cooperation with a number of leading jeans brands and other experts from the industry, research was conducted on the knowledge that was needed and what the curriculum for the education should be.
In addition to the Dutch education, the Jean School in cooperation with House of Denim, recently started a one-year English-speaking education that is especially developed for foreign students and Dutch students with a HAVO-diploma or who have a propaedeutic certificate