From Indonesia to Paris: How Denim It Up Journey with PINTU Turned Raw Denim into a Global Statement

Denim It Up journey with PINTU marks a powerful transformation from an exploration of raw denim into a globally relevant fashion statement driven by a strong sense of identity, long-term vision, and continuous learning. Founded by Vincent Mikhael in 2017, the brand has evolved beyond trends by treating denim as a creative medium rooted in values and authenticity. Through the PINTU Incubator 2024–2025, Denim It Up sharpened its strategic direction and global readiness without compromising its DNA, culminating in its showcase at Première Classe Paris 2025 during Paris Fashion Week, where it drew interest from international buyers and gained recognition in Europe.

Denim It Up is not simply a denim brand. It is built as a statement of attitude bold, expressive, and grounded in long-term purpose. What began as an exploration of raw denim has evolved into a movement that shapes identity, builds confidence, and brings meaning to every product. Each detail and construction speaks to authenticity, culture, and the courage to stand apart within the global fashion landscape.

At the center of this journey is Vincent Mikhael, designer, founder, and the strategic mind behind Denim It Up’s evolution. Established in 2017, the brand was born from a desire to create products with meaning. Over time, that intention developed into a brand philosophy rooted in values, identity, and long-term vision rather than short-lived trends.

Creativity at the Core, Identity as Direction

For Vincent, denim is never static. From the beginning, Denim It Up has moved beyond conventional denim, treating it as a medium for continuous exploration through color, design, and visual expression. Creativity remains at the heart of the brand, always guided by a clear sense of identity.

“We continue to evolve with moments, situations, and fashion cycles while staying true to who we are. It is not about following the flow, but about ensuring we always bring something different,” said Vincent Mikhael, Founder of Denim It Up.

Rather than chasing seasonal trends, Denim It Up focuses on refinement and continuity. Each season builds upon the previous one, strengthening the brand’s core DNA instead of redefining it. This balance between adaptability and distinctiveness allows the brand to grow organically, remaining responsive while retaining a strong and recognizable character.

A Never Ending Learning Journey

Denim It Up entered a phase of acceleration when it joined PINTU Incubator in 2024 and continued the process in 2025. For Vincent, PINTU is not merely an incubation program but a strategic learning environment that broadens perspectives on brand building and global market readiness.

Through intensive mentorship, strategic guidance, and exposure to international industry standards, Denim It Up began positioning itself beyond the domestic market. Within PINTU, creative ideas are challenged, sharpened, and translated into structured execution without compromising the brand’s DNA.

“It’s a never ending learning journey here in PINTU,” Vincent shares, capturing a process that shapes not only products but also the mindset behind decision making and long term growth.

From Concept to Global Execution

This process reached a defining moment when Denim It Up showcased its work at Première Classe Paris 2025, held during Paris Fashion Week. The presence was not merely a showcase but a statement of readiness to engage with the global market.

During Première Classe, Denim It Up attracted international buyers from Greece and India who expressed interest in the collection and the brand’s approach. The brand also gained visibility within European fashion circles through recognition from French influencer Dylan Desclos, expanding its international reach and presence.

The moment reinforced Denim It Up's position as a brand with a mature identity, capable of communicating across cultures while remaining grounded in its original values.