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Englishman Jason Denham established DENHAM in the city of Amsterdam in the Netherlands. Having already established his reputation in the European market as a consummate “jeanmaker” known for mixing denim modernism with workwear tradition, he resolved that the jeans category needed an injection of something fresh, new and undeniably mouth-watering. Assembling a small like-minded team of international designers, Denham set-up operations in Amsterdam in 2008.
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One step inside the DENHAM design studio and even a casual observer can sense what’s going on. Fewer than half-a-dozen creatives with a combined experience of over half of century in the field of workwear and utility garment design apparently share a deep seated view that now it is their turn. Born in the 60’s and 70’s and weaned on the design cultures of the 80’s, 90’s and 00’s they share a universal and passionate culture that transcends their individual regional perspectives. Despite having cut their creative teeth in the rich and varying landscapes of the UK, Europe and the US they rarely require extensive dialog to determine direction. Replacing the standard chatter of trend analysis and market tactics is the throb of music, the reassuring whir of an industrial sewing machine, the gnashing of scissor blades and more mysterious sounds of experimentation, creating an atmosphere that is equal parts workshop, laboratory, research center and dynamic modern design atelier.
The team is still young and naïve enough to try new approaches. And they’re still young enough to work with the sometimes breakneck momentum associated with youthful enthusiasm. But they’re also experienced enough to work with a confidence and discipline that ensures a constant focus on quality, workmanship and execution. For them the truth is in the details.
Denham design is permanently tied to their belief in denim’s basic integrity. They look at the core of what drives jeans culture to inspire the approach they take in everything they do. The DENHAM label is focused on balancing an intense commitment to progressive design against an equally obsessive respect for jeans craft tradition. In step with founder Jason Denham’s long held personal creative convictions, they endeavor to manifest a practical “jeanmaker” attitude of honest craftsmanship multiplied by fearless experimentation and invention not only in every jean they create, but in every garment in the line and every other aspect of the label.
DESTROY CONVENTION
Contrary to popular belief, traditions aren't honoured by blind mindless repetition. Traditions are advanced through systematically challenging convention in a continual search for improvement. We add to tradition through trial-and-error, through innovation and invention. Traditions are ignited and revitalised through inspired acts of respectful revolution.
Respectful acts of revolution are also fun as hell and they prevent us from taking ourselves too seriously. WORSHIP TRADITION DESTROY CONVENTION: Denim culture taught us these things, but their significance isn't limited to denim. These values underpin everything we do.
D E N H A M D E S I G N : D E N I M I N T E G R I T Y
Back when we first started we wanted to get these points across so we cobbed together our own little rip-off of Bob Dylan's Subterranean Blues film. Forgive us for that Bob, we never did it again. But every once an a while we watch it to remind ourselves how we were feeling when this all started.