Jan 10, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Denham the Jeanmaker expands its retail presence in the their hometown hub of the 9-streets neighbourhood in Amsterdam with the opening of their first women’s denim bar.
Denham the Jeanmaker has come a long way since 2008, when it first opened its doors on Prinsengracht 493 – 495 in Amsterdam. Over the past 6 years founder Jason Denham has steadily expanding the brand in and around the 9 Streets area, carefully refitting the monumental canal houses to give shape to Denham’s design studio, showrooms and two retail presentations. Last week saw Jason secure an additional component to their retailing concept in the hub with a new 120 square meter shop that sits directly adjacent to Denham’s existing women’s boutique on Runstraat. The first of its kind, the new store has been developed as the ultimate go-to location and one-stop venue for women in search of the perfect jean.
Located just across from Denham’s unique Service Co. alteration and repair shop and around the corner from the men’s store and design studio, the dedicated women’s denim bar is aimed at transforming the jean-selection process into a fun satisfying experience. A full assortment of Denham’s fit portfolio is presented in a wide array of flattering Italian washes, from raw to fresh faded bleach treatments as well as artisan techniques. At the back of the store you’ll find the shop’s highly unique 300° mirrored fitting enclosure which provides clear views from every angle. To commemorate the establishment of this first dedicated women’s denim-bar, a custom embroidery machine has been installed in the shop so customers can have their own one-of-a-kind embroidered insignia added directly to their favourite jean.
Similar to women’s store next door, the new store is kitted out with the brand’s custom tailor’s sheers logos and fittings and the light and airy space has a more feminine charm than the other men’s stand-alones, with an antique wardrobe dressing rooms, museum-grade Japanese costume displayed on antique yoga bars, a collection of vintage tailoring and dressmaking scissors and a hybridised indigo artwork by the Columbian painter Juan Manuel Gomez. The shop’s denim salon area opens out to an original city-garden flooding the interior with natural light and fresh atmosphere.
Denham Women’s Denham Bar / Runstraat 15 / Amsterdam / The Netherlands
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.