DENHAM Virgin Denim Project

Last summer, DENHAM carried out a small raw denim project amongst a select number of their close friends to showcase the fade possibilities of their dry Japanese selvedge denims.

Last night we were invited to DENHAM’s friends and family event for an evening of drinks, music and discounted denim at their Shoreditch location. As part of the evenings entertainment the store was showcasing a small display of authentically faded jeans from the virgin denim project they ran last summer. Art Director, Ali Kirby had asked 23 friends to share their wears – the result was a beautiful A-3 compilation of monochrome images displaying an amazing selection of well worn denim and authentic fades. The black and white shots elevate the character of each jean, highlighting the heavy contrasts and subtle colour gradients. Each pair features unique and personal touches from rear pocket wallet tears to outlines of iPhone and cardholders as well as some fantastic patch and repair techniques completed by the Jeanmaker himself.

Below are a selection of the exhibits from the book along with a brief story behind each pair. To pick up a copy of the book, ask for availability at your local DENHAM store.

1. STACEY (DENHAM VIRGIN STORE Technician & Part time cassanova) These Jeans have been 3 times washed, mostly drowned in alcohol at Stacys 2nd home – Jimmy Woo Club. Amsterdam.

2. WALTER (Butcher 0f Blue prodigy) Bob taught him everything he knows! He definitely knows how to take care of his jeans. Never washed. Worn like a true butcher.

1. CURLY (50% PIRATE, Mancunian Super Dad with straight hair?) Possible the best back pocket wallet wash in history. Curlys secret recipe – Don’t get your wallet out for a round of drinks. Sorry Curly – next round is on you!

2. PAUL DREW (Legendary Buyer…my god this boys got taste) beautifully worn in and only washed a couple of times. Stitch repairs by the Jeanmaker himself. This one is a personal favourite.

ALI KIRBY (The man behind the book) GRADES worn for 2 years without washing. Busted right knee snapping jeans. Worn to countless gigs, a handful of festivals. About to swap the Marlboro Light wash for baby burp wash.


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