The United States has Levi’s…Amsterdam has DENHAM…yes, I’m talking about jeans!
Using durable denim fabric and sturdy copper rivets for added strength, Levi Strauss created the first pair of blue jeans in 1873. In 2008, approximately 150 years later, Jason Denham, (pronounced dehn·uhm · serendipitous), created his first pair of DENHAM jeans.
Denham, an Englishman, studied art and design in 1988. While studying, he would frequent thrift stores and customize his own pieces. After two years in school, he faced a fork in the road…graphic design or fashion. Luckily, Denham chose to pursue his studies in fashion attending Manchester University from 1990 to 1994.
In 1996 Denham began working as a designer for Pepe Jeans in London. He was quickly transferred to Amsterdam for a six month spell which lasted two full years. In 1998, he left Pepe Jeans and established DENHAM in 2008 with his wife and business partner.
Driven by the pioneering spirit of the original blue jean, DENHAM approaches design with passion and innovation while honoring tradition. They use premium fabrics from the world’s finest mills in Italy and Japan. DENHAM has years invested in wash recipes, fit perfection, and contemporary cuts. And unlike Levi’s, DENHAM is positioned within the premium denim segment.
Inspired by Denham’s first pair of tailor scissors, their iconic scissor logo is embroidered with exactly 691 stitches in each pair of jeans. This stamp of approval aligns with the company tagline “The Truth is in the Details”.
Denham and his jeans are still relatively unknown in the United States. There is no Denham store in the U.S. Albeit, DENHAM is sold in more than 20 countries globally.
The jeans below are currently not available at DENHAM but I found them on Perfectly Basics. The Monroes are one of the four pairs of jeans along with other apparel my daughter purchased during our visit to Amsterdam.
You can shop on Denham’s website for jeans, tops, and accessories for men and women. Prices range from €30 for bandanas and baseball caps to €200 for jackets. Jeans are priced at about €200. The company offers free shipping on orders over €100.
DENHAM’s House Guest Artist #24 is Karabo Poppy Molestane, a South African illustrator, street artist, and graphic designer. Her patterns incorporate pattern and unconventional color combinations.
The Poppy collection includes chinos, tees, shorts, and, of course, denim with patterns and appliqués. A denim cap showcases the company tagline on a patch that reads “The Truth is in the Details.” The collection is available on Denham’s website and in stores.
Operations
- Sunday and Monday · 12 to 6 PM
- Tuesday to Thursday and Saturday · 10 AM to 6 PM
- Friday · 10 AM to 7 PM
- Hobbemastraat 06-08 · +31 206813524 · google map
- Prinsengracht 495 · Men · +31 203449133 · google map
- website
Wrap Up
If you happen to visit Amsterdam, do not pass up the opportunity to try on a pair of DENHAM jeans.
Did you find anything you could not live without?
Until next time…
· izzy
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