Destination Denim at Selfridges London

From unmissable events to designer appearances, Selfridges invites you to celebrate the launch of Destination Denim.


Selfridges celebrates its ever expanding portfolio of denim with Destination Denim – a store-wide programme of exciting denim action, including exclusive product launches, designer appearances, style advice and special events.

With an unrivalled selection of men’s and women’s denim brands and the longest denim wall in Europe, Selfridges is fast-becoming the ultimate destination for denim. To celebrate this, the department store is inviting its customers join their store-wide Destination Denim programme (running from 20 August to 9 September) of exciting denim action from some of the 50 denim brands stocked in-store. While some events have already started taking place across Manchester and Birmingham, London’s Destination Denim kicks off Thursday 23 August with a twelve-hour online jean-a-thon with exciting denim giveaways every hour, as well as a stylist workshop with Stylist magazine’s Fashion Editor Alexandra Fullerton and a chance to meet the the Nudie Jeans ambassadors, who will be offering expert advice on their 100% organic range of denim.

For those of you that want to get hands on with your denim should check out the the customisation classes with PRPS, Dr Noki and Denham, all of whom will be on hand to personalise any pair of bought denim with signature prints, paints and embroidery, ready to take home that day. Other events throughout the 3 weeks include Lee Jeans Yoga classes, exploring the realms of denim flexibility, Paul Smith’s ‘British’ photo-booth (complete with bowler hats, moustaches and bow ties), Levi’s Tailor Shop, while Hudson Jeans invites you to try their LEELOO jeansfor a cabaret dancing class with Amelie Poulian who will teach you how to do the ‘Shuffle’.

The week concludes with a visit from Paige Adams-Geller of Paige denim fame, who is flying over especially for the event. Paige are collaborating with Selfridges on a limited edition digitally printed Baroque jean on their ‘Verdugo Ultra Skinny’ block. Bang on trend!

Check out the full listing on Selfridges website to see how you can get involved or follow the tumblr page to catch up on the latest news and gossip. We will be attending some of the events too so keep your eyes peeled here for our live coverage.


Destination Denim at Selfridges London
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