In 2012, the doors of the first and only Jean School in the world opened in Amsterdam, offering an education in which young, creative and driven students learn the craftsmanship of denim design and development. Jeans are iconic. The denim business is the largest within the fashion industry and the Netherlands is at the forefront of denim design and consumption. Globally, Amsterdam has the largest density of denim brands. Dutch brands such as G-Star RAW, Denham, KOI and Scotch & Soda are well-known all over the world. Brands like Tommy Hilfiger and Calvin Klein have their head offices in Amsterdam. This means there is a continuous demand for denim talent in the Netherlands, and Dutch talent in the rest of the world.