Though a denim brand at heart, DENHAM has also dabbled in filmmaking – and with much success. The brand’s short films reimagine cinematic classics, transforming them into modern parables with a twist inspired by denim obsession.
These short films are our slightly absurd way of exploring our inner denim demons, said Jason Denham, founder and Chief Creative Officer of DENHAM.
It’s great to see the passion we put into our jeans be characterised in the films.
Denham Psycho (2014)
DENHAM’s first foray into cinema was inspired by the fans who are so enthusiastic about denim they’ve become ‘denim psychos.’ The short film is a tribute to the controversial cult classic, American Psycho, which originally premiered at the Sundance Film Festival in 2000.
"When I first heard Jason Denham talk about jeans, it reminded me of the legendary business card scene in American Psycho", said Hugo Keijzer, director of Denham Psycho. "I recognised the same manic attention to detail and ravenous appetite for craftsmanship. It triggered the idea for a modern-day remake of the scene."
The film makes a brilliant parody of fashion in general, and the recent “heritage” trend in particular. Plus, it reminds us to keep having fun and not to take ourselves too seriously.
Denham Psycho was conceived and produced by Flickering Wall, an award-winning creative agency. The film premiered in Berlin in 2014, and won silver in the ‘Viral’ category at the Cannes Corporate Media & TV Awards.
The Jeanmaker (2015)
The Jeanmaker is a cinematic parody of outrageous denim obsession. It’s inspired by a manic attention to the ‘perfect wear pattern’ that characterises both those who make jeans, and those who wear them.
Working with DENHAM, I’ve learned that jean-making is primarily about obsessing over the details. Just when you think you’ve got a perfect, uncompromised product you get side-tracked by new ideas. This short film captures the moment when you lose control of your creation.
The film was written by John Weich and produced by Mike TeeVee. The Jeanmaker premiered at Amsterdam Denim Days in 2015.
The Truth is in the Details (2016)
The third DENHAM film, The Truth is in the Details, explores Jason Denham’s passion for jeanmaking and secrets behind his craft.
Directed by Hugo Keijzer, mastermind behind Denham Pyscho and The Jeanmaker, the film showcases Denham’s ingredients for making the perfect jeans – from its obsession with natural wear patterns to developing the perfect wash recipes. The film further highlights the brand’s partnership with renowned mills in Italy and Japan.
Jeans are at the heart of what we wear. Wherever you live, whatever your lifestyle, they’ve become a uniform of life.