In Picture: Denham's new Amsterdam Flagship store

Amsterdam - Denham, the Amsterdam-based denim label founded by Jason Denham, has unveiled it's newly renovated flagship denim store, designed to serve as a platform for all its denim range as well as its men, women and children swear.

Located at Hobbemastraat 6-8, close to Amsterdam’s famed P.C Hooftstraat shopping area, the 300 square foot flagship store is Denham’s largest store to date. “We’ve never had this much space to showcase both the menswear and the womenswear collections well,” explained Jason Denham to FashionUnited NL. “We wanted to open a flagship store which would be able to tell the brand’s entire concept.” Although Denham previously owned the store next door, when their neighbour vacated the building, Denham took over the entire building and renovated the whole interior, knocking down walls and ceilings. “We moved many walls, floors and ceiling, but now we have a beautiful way to tell our whole concept.”

The flagship store’s interior is said to follow the brand’s ‘Worship Tradition - Destroy Convention’ design mantra and features an eclectic combination of new and old items. For example, original steel beams from the building have been left exposed as an architectural feature by cutting away floors to lighten the mood across the 3-level store. The store also featured modified brass-handled tailor’s scissors which display the garments, vintage advertising yard sticks for the US have been repurposed as counter-top marquetry and the flagship’s floors have been made using reclaimed ceiling paneling from a French farm house. “Interior is my personally hobby,” explained Denham.

In addition to offering Denham’s own lines, the flagship store also offers complimentary footwear and accessories items from brands such as The Last Conspiracy, Converse and Ivy & Liv and Overload Studios. The store also includes a Denham Coffee Bar with coffee from Italian Buscaglione and all store staff have been trained to offer the ‘perfect flat white.’ “Retail should be an experience,” according to Denham. “Which is why we have a coffee bar and a small exhibition. We also have couches and wifi upstairs, so customers can work there.” The store includes a Japanese inspired garden at the back of the store, which is also open to customers.

Photos: Courtesy of Denham the Jeanmaker