Selfridges Launches Denim Studio
By Samuel Trotman

The huge department store Selfridges in London has opened their doors to the newly designed denim department on Tuesday morning, and we popped in to check it out.

Jun 05, 2013
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We’ve been talking quite a bit lately about how retailers and e-tailers are taking their denim more seriously. Online stores are creating special denim sections and the Denim Bar is popping up in department stores from Los Angeles to Paris.

The Latest department store to overhaul their denim selection is the huge Selfridges in London, they opened their doors to the newly designed department named Denim Studio on Tuesday morning and we popped down to check it out. The interesting thing about this denim space is Selfridges has aimed to cater to every woman and every wallet; therefore, the range of brands they house starts at a meager £11 and stretches up to an impressive £11,000! The £11 jean is from high street giant Primark and the most expensive jean is made to measure and diamond encrusted, courtesy of Paige, a brand who has a long standing relationship with the department store, creating limited and special editions and events in the past.

The 26,000 square foot space also houses an exclusive “Store in store” from their biggest seller, J Brand, marking the L.A.-based brand’s first flagship boutique. Selfridges also addresses the rising interest in vintage denim and has set up a thrift-store style area where you can buy denim by the kilo. Needless to say, we got involved! The department even offers a tailor service, so you can get length alterations or other requirements taken care of while you shop.

This comprehensive offering is then rounded off by a really impressive “Fit Studio,” containing a personal shopping suite, events space and digital shopping platform where you can tailor your shopping choices, your fit requirements and even send yourself a digital wish list.

Wow. The denim store of the future? We hope so! Check out the video below for more:

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