Denham, the international premium denim brand from the Netherlands, opened its 300sqm flagship store in Amsterdam, located at Hobbemastraat 6-8, near the famous Hoofstraat shopping district, yesterday.
The store is designed to provide a fresh and innovative platform to show the brand's signature denim range as well as collections for men, women and children's wear. Footwear brands such as The Last Conspiracy and Converse and emerging jewelry brands in the likes of Ivy & Liv and Overload studio are available in the store.
Jason Denham, always on the look-out for new things, has also teamed up with NORR 11 to create a Mammoth Chair & Ottoman, handmade using soft tumbled Indigo dyed camel leather, which is on display at the store. The leather was also featured in the leates Bowhill leather jacket, which is available in stores starting now.
The interior consists of an eclectic mix of old vs. new – in line with Denham's mantra 'Worship Tradition – Destroy Convention'. The 3-level shop experience features, of course, the brass-handled tailor's scissors, Denham's unique icon, exposed steel beams, vintage U.S. advertising yardsticks repurpose as counter-top marquetry and floors, that are made from recycled ceiling paneling from a French farmhouse. All this is supplemented by European vintage display furniture and original Japanese roof tiles.
There is also a Denham Coffee bar in-store and all staff is barista trained to ensure maximum consumer experience. A gallery space showcases photography and story-telling around the topic denim. There is even a Japanese inspired garden at the rear of the stores, also open to customers and serving Denham's favorite Sake rice wine on the weekends. The space has been designed to serve as a customer destination and offers an oasis of relaxation for shoppers.
It also features Denham Service Co – an on-hand repair service that washes and services your jeans as well as personalizes it with an embroidery machine, so customers can have their monogram stitched to it. To complete the customer experience, the store has a mirror on the women's side that contains 300-degrees to be able to check the perfect Denham fit from every angle.