DENHAM 15th ANNIVERSARY
a trip down memory lane
2023 is a special year for us - it marks the 15th year of DENHAM. For 15 years, we have honed our craft—fifteen years of designing mouth-watering premium denim and perfecting our fits. We're quite the denim experts now.
To celebrate this milestone, we created unique pieces inspired by our 15-year love of blue and the rich history of indigo culture. We used natural plant-based indigo for limited edition styles. Join us for a trip down memory lane and discover the 15th-anniversary collection.
To begin our journey, we return to our roots—the foundation of DENHAM: our first store. Established by our founder Jason Denham and his wife Debbie in 2008, the store is located on the Prinsengracht 495. Still operating today, our Prinsengracht store holds a special place in our hearts.
EAST MEETS WEST
In 2010, we reached another milestone by opening our first store in Japan, in Daikanyama, Tokyo. Rin Tinaka from the book series My Freedamn! was present at the opening ceremony, and we can proudly say that the store was and still is an instant success.
And have you seen our Made in Japan jeans? These jeans are made by highly skilled Japanese artisans using traditional and state-of-the-art methods. Every pair of Japanese jeans reflects a shared passion for premium denim, a love of the craft and the finest workmanship.
DENHAM STREET WASHING
The idea of ‘street washing’ was born in the small garden behind our store at Prinsengracht 495, where we used an old bathtub to wash dirty jeans. After hand-washing the jeans inside out, we’d let them naturally hang dry outside. Eventually, we moved the Street Washing Service to the front of the office to engage with people passing by and explain the concept.
We expanded the concept to our Daikanyama store, where we made it into a show – like a daily theatre performance. Later, the Street Washing Service was also launched in key stores like Shanghai, Sydney and Hamburg.
Jason Denham collection
In honour of our 10th anniversary, we launched the Jason Denham collection. A celebration of iconic styles that can be mixed and matched for everyday versatility, the collection was based on our founder's favourite and must-have items, including heritage garments like leather bombers, crombies, cashmere knitwear, and of course, jeans. "The collection reflects my passion for beautiful design and timeless style," says Jason Denham.
VIRGIN TO VINTAGE
Perhaps one of our most conscious philosophies is our “virgin to vintage" concept, which encourages you to wear unwashed jeans. By opting for an unwashed pair of virgin jeans, you reduce the environmental impact caused during the jeans' production, and you can also see first-hand how the denim transforms from unwashed into love-worn pieces. By gradually wearing them in, you are slowly creating the one-of-a-kind wear pattern that's unique to you and tells your own story.
Our DENHAM library consists of many original pieces worn by friends, colleagues and customers. These jeans serve as a source of inspiration for future designs and washes.
Since the start, we’ve supported Italian craftsmanship through our long-standing partnership with Italian denim weavers Candiani Denim and later through our 100% Made in Italy supply chain. Working with the finest Italian fabric mills, jean makers and laundry masters, who safeguard the tradition of premium denim production.
Continuing our trip down memory lane to celebrate our 15 years of service. Over the years, we collaborated with different creative leaders across numerous industries to bring the best products made by the best people with the best presentation.
From collaborating with the iconic toy bear collectable BE@RBRICK to working with British heritage outerwear brand Barbour International and applying our design aesthetic to signature sneaker silhouettes, we believe that co-creation pushes the boundaries of design.