DENHAM STORE 495

DENHAM STORE 495

Jason Denham’s new brand DENHAM unveils it’s first own-retail presentation at Prinsengracht 495. in Amsterdam’s 9 Street neighbourhood. Developed by Jason and his creative team the shop manifests the spirit of the DENHAM label and brings to life the brand’s various inspirations and obsessions.

EXPERIENCE

The shop experience unfolds through a sequence of 'zones' with denim itself forming the central heart of the concept. As each zone gives way to the next, new stories are presented and subtle changes in atmosphere can be detected through shifts in material, product display, sound and visuals. In each area of the shop a reverence for the best of tradition is mixed with a fresh contemporary energy... a signature mix of the old with the new.

The interior styling of the gallery is rendered in pure white with accents of warm traditional woodwork including a reclaimed haberdasher’s antique caseline sunk into a clean white monolithic cash-counter, a DENHAM signature of “worshipping tradition” while “destroying convention”. Bringing together the old with the new.
Throughout the gallery the soundtrack is relaxing, melodic and the scent softly exotic.

“ZONE(1): THE GALLERY”
The shop entrance forms a gallery in which four primary stories of the brand are told in large glass shadow-box displays. The displays make use of items from DENHAM’s archives (the DENHAM GARMENT LIBRARY) along with modern elements, video-installation and photography. The stories told in these presentations include:

DENHAM DENIM All about DENHAM’s unique approach to crafting contemporary artisan/tailored blue jeans.

MENSWEAR The fusion of traditional Savile Row approaches with modern design and fabrication.

WOMENSWEAR Sensual and romantic techniques updated and re-engineered into contemporary icons of the new feminine casual wardrobe.

THE BLUE SALAD BAR A unique program whereby customers can customise signature DENHAM jean styles selecting from a range of color, metals, leatherwork and stitch options with the final product being assembled and ready for pick-up in a 7 day service.

SCISSORS FROM THE DGL An additional display case features antique scissors from the DENHAM GARMENT LIBRARY. Although this is only a small selection from the scissor vaults, it features both the original tailor shears Jason used to cut his first pair of jeans as well as a very rare pair of French “master tailor’s shears” from 1550.

ZONE(2): ACCESSORIES

Zone 1 leads into zone 2 through a "best of" the most recent collection. A video and soundtrack play over top. Zone 2 is wood paved with a micro-block natural wood with a warm golden oil sheen. The speaker shower in the ceiling has a sound of water, Japanese weaving mills and scissor cuts.
The main message of the accessories area is DENHAM’s homage to classic turn-of-the-century soft sided steamer bags. Museum-quality specimen from the Louis Vuitton label circa 1910 as well as a WWII Air-force Pilot Navigation Case, both part of the DENHAM GARMENT LIBRARY, are displayed behind glass alongside the new designs they inspired. Both have been re-imagined in Japanese selvedge denim combined with rich saddle leather and finished with custom forged solid brass hardware.
Unique small accessories created exclusively for the shop are also merchandised within the space.

“ZONE(3): JAPAN TEXTILES BY OUR HIRO”

ZONE(3) sees a pure white minimalist atmosphere but anchored in the middle by a second sunken antique case, where various products are carefully displayed on upholstered chambray pads. Along the white walls several Japanese denim styles are hung, complimented with Japan Textile tops collection.

“ZONE(4): READY-TO-WEAR”

The fourth shopping zone features the complimenting jackets, tops and knitwear that complete the DENHAM collection. Each style is displayed on custom forged and welded “scissor brackets” lined up along the entire length of both main walls.

“ZONE(5): DENIM. THE HEART OF THE MATTER”

The last shopping zone features each denim model creating a clear visual menu of the DENHAM jean collections for men and women and asserting the DENHAM design attitude through shape, surface and detailing.