"A Decade Of DENHAM"
Publisher at MENDO
“This book celebrates a designer and entrepreneur who we at MENDO look up to. The final book is a beautiful object to have at home. It’s 500 pages of how to build a denim brand, all wrapped up in the highest quality of paper, print and finishing details.”
Founder and Chief Creative Officer at DENHAM
“I love to collect books, and MENDO in Amsterdam's 9 Streets is one of my favourite shops. I feel like we've grown up with MENDO, because they opened two years before DENHAM, just around the corner from us. They have a beautiful store design and an incredible passion for retail.”
DENHAM x MENDO
For the publication, MENDO was a natural partner. "I love to collect books, and MENDO in Amsterdam's 9 Streets is one of my favourite shops," says Denham.
Interview with Guni Uwambaga, Publisher at MENDO
What is MENDO?
MENDO is a bookstore in Amsterdam that was founded 15 years ago, and is today widely regarded as one of the most unique bookstores in the world. We are specialised in visually driven books, from fashion and design to lifestyle, photography and graphic design. Our store is highly curated; we source the best publications from the best publishers around the world. Since about two years, we've also run our own publishing company.
How did MENDO meet DENHAM?
In 2008, the DENHAM office opened around the corner from our store, maybe 100 metres away. Jason is an avid book collector and connoisseur of all things beautiful, rare and special. He walked into the store and began a conversation.
What has been the highlight of publishing "A Decade Of DENHAM"?
This book celebrates a designer and entrepreneur who we at MENDO look up to. Jason started his brand in the same neighbourhood as us, and the growth he's accomplished with DENHAM is something we really admire. Now that we've opened up our vision and ambitions, we want to conquer the world like Jason has done. His moves in retail and brand development are things we always reference.
What do you think of the final product?
Even if it weren't a MENDO publication, it's amazing. It's 500 pages of how to build a denim brand, all wrapped up in the highest quality of paper, print and different stocks. The indigo blue cover, the "Truth is in the details" text along the edges, and the copper finish all make it a beautiful object to have at home. I think it's going to be the denim book of this year.
Do you have a favourite chapter or section?
I like the dancing scissors series shot by Ali Kirby (DENHAM's Art Director); it's so beautiful you could hang it in a gallery. Debbie Denham's introduction is also really nice.
What inspires you about the book?
It's Jason's whole story of how to build a brand, while keeping your authenticity and sometimes letting some stuff go. I like that Jason is so honest and transparent.
Printed in the Netherlands
Similar to DENHAM's approach to jean making, the book has been produced using the finest levels of authentic craftsmanship and a commitment to sustainability. It has been printed in the Netherlands with paper certified by the Forest Stewardship Council (FSC).
Look inside the book
Book highlights include Denham's personal collection of scissors; the best "virgin to vintage" jeans; top collaborations from the past decade; and a glimpse into the brand's global retail presence.
Use the arrows to scroll through the book
A Decade of DENHAM - 10 Year Book
A Decade of DENHAM - 10 Year Book
As part of DENHAM’s 10th anniversary celebrations in 2018, we’ve published a coffee table book to commemorate our decade-long journey in jean making.
A Decade of DENHAM tells the full story of the brand and highlights our most memorable moments to date, as recollected by Jason Denham (Founder and Chief Creative Officer of DENHAM the Jeanmaker). Spanning 512 pages, the anthology also features over 800 stunning photos encompassing all things DENHAM: jeans, scissors, retail, staff, collections and more.
The book has been published by the Amsterdam-based MENDO, and is available from January 2018 at select DENHAM stores and at MENDO.
- 10th anniversary commemorative collector’s item.
- Over 800 mouth-watering photos.
- Includes never-before-told stories from Jason Denham.
- 512 pages.
- Published by MENDO.
- Printed in the Netherlands on FSC certified paper.
The brand’s iconic logo
For Jason Denham, scissors are a symbol of his craft. Throughout his career he’s collected thousands of pairs – each with a unique story and past. But there’s one scissor that’s the most important: his first pair, which inspired the brand’s iconic logo.
The Truth is in the Details
By Jason Denham
I’ve dedicated my life to making the perfect jeans. They’re my passion and my pride. Like a chef, I hand pick all my ingredients: I study tradition and technique, and obsess over every detail. I honour heritage and authenticity, while bringing a modern twist to my craft. I believe ‘The Truth is in the Details’ and every pair of DENHAM jeans tells a story – one that evolves every time they’re worn. I’m excited to share in this journey and story with you.