For months, the COVID-19 pandemic has challenged the denim industry, setting off a series of bankruptcies and layoffs around the world. But according to Denham the Jeanmaker founder and chief creative officer Jason Denham, it’s possible for denim brands to persevere through these unprecedented challenges.
“Strong brands with a clear vision can win in these times,” Denham told Rivet in an interview recorded in the early days of the pandemic sweeping across Europe and the U.S.
And Denham should know. He launched his label in 2008 during the Great Recession—and was met with criticism from many of his peers who warned him of the risks of starting a business during an economic crisis.
However, 12 years later, the brand is known for its premium quality product that pays homage to Japanese denim’s tradition and attention to detail. The Amsterdam-based denim brand also works closely with Italian denim mill Candiani—often referred to as the greenest mill in the blue world—and together launched a line of biodegradable stretch denim in November.
Denham attributes the brand’s perseverance to its commitment to sustainability and premium fabrics, as well as its strong partnerships. Throughout the pandemic, he’s been in constant contact with partners to keep business running as smoothly as possible.
“It’s been great that a lot of our factories have said, ‘look, there are going to be problems. Do we need to shrink the orders? Do we need to change the buying plans?’ And we’ve all come together and said, ‘let’s find solutions for the long-term on how we can solve this,’” he said. “Partnering now is more important than ever.”
Click here to listen to the full conversation with Denham.
This podcast episode is made possible by Cotton Incorporated, a not-for-profit company funded by U.S. cotton producers and importers, and whose mission is to increase the demand and profitability of cotton. Discover What Cotton Can Do.