Denham the Jeanmaker founder Jason Denham's love for denim is evident in his stores.
Denim has always been the focus for Jason Denham, founder and chief creative officer of Denham the Jeanmaker—and it’s evident in his brand’s retail stores.
Take, for instance, the cluster of men’s and women’s shops located in Amsterdam’s Nine Streets, where Denham also keeps his office. Each store is an homage to the denim lifestyle, outfitted with denim artwork, perfectly broken-in leather chairs and his signature motif—the scissor—identifiable throughout.
The stores are not only a place to shop the latest premium collection, but they also serve as a stage for Denham to show respect for the traditions of the industry and the attention to detail it demands.
Why are you drawn to denim?
I’ve loved working with denim all my working life. In my opinion denim is the most adaptable, natural exciting fabric—a canvas—for a designer to work with. The opportunities are endless. My brand is 11-years-old and we still have so much more to do.
What is the biggest challenge that you’ve had to overcome as a retailer?
Retail and consumer habits are changing every day. The biggest challenge is stay relevant, never stand still and keep learning.
What do you wish you would see more of from denim brands?
Quality, I hate denim brands that devalue our product.
Why do you think your customers return?
Service, attention, consistency and innovation. Our stores are a melting pot of all of these things.
What’s exciting you about denim in 2019?
Our industry is in a sustainable revolution from every level, from creating the yarns to the finished products. This is a great thing and this means that jeans will live forever. Now that every mill, product supplier, vendor and laundry has this at the top of its agenda it means creative brands can refocus on creating mouthwateringly beautiful products. 2020 will be an exciting year for the denim industry.