New Denham house

Coinciding with the current head-to-toe denim trend, it is perfect timing for Denham the Jeanmaker to launch its first London store. Headquarted in Amsterdam, the company is the brainchild of Jason Denham and built on expermentation and

resourceful innovation.

Located on Charlotte Road, the new store follows the same soul and attitude as the Tokyo and Amsterdam House, each founded on design proposition ‘Worship tradition, destroy convention’. The denim label takes up a history-drenched four story warehouse turning it into the UK hub. The new location features collections for men and women, on-site repair and alteration services, wholesale showroom, and a base for the UK team.

The retail space takes customers on a journey telling the Denham story, whilst showcasing the brand’s collections at the same time. When examining the denim pieces, customers don’t have to be an expert to notice that the makers behind the label respect the iconic material and its heritage. All styles feature an amazing eye for detail, construct and authentic shape.

The store opening reconnects Denham to Britain’s tailoring heritage, and represents a homecoming for Jason Denham, who was born and raised in the UK. Over 400 people descended down to Charlotte Road to be among the first to experience the new Denham shop. The who’s who from the fashion scene attended the event including Henry Holland, James Lavelle, Ozwald Boateng and his team.