DENHAM DESIGN : DENIM INTEGRIT Y
S T O RY 1 : “ T H E T RU T H I S I N T H E D E TA I L S ” (SPRING SUMMER 09)
( H I S ) TO RY A LIFE IN DENIM
17 years ago Jason cut his first jean using this scissor. It has lasted the test of time and become the ‘icon’ logo for the D E N H A M brand.
D E N H A M ( H I S ) TO RY
A 14oz interview with creative director and founder Jason Denham.
FA M I LY H E I R L O O M
Keep it in the family. This book was printed in 1910 and belonged to great uncle Eric who lived in Leeds, England UK. Eric was a master tailor who specialised in gentlemen’s Crombie coats.
ICON IN MOTION
Every store in season 1 will receive their deliveries together with our scissor machine, building the brand spirit in–stores.
FOR GOODNESS SAKE!
Hiro is our jean maker. For seven generations Hiros family have been sake makers. Hiro has produced 100 bottles of the finest sake as a gift to celebrate the launch of the new D E N H A M brand.
T H E T RU T H I S I N T H E D E TA I L S
‘The truth is in the details’ – the measure of a perfect jean is how a designer selects and balances the details.
THE SHAPE OF THINGS TO COME
The signature cuts for season one. The perfect balance from skinny fits to loose fits in both Feminine and Masculine silhouettes.
P AY I N G H O M A G E
In 1939 Converse created their iconic “JACK PURCELL” shoe. Designed to play badminton. We’re Jack Purcell fans.
LADIES FIRST
A gift. The Scissor necklace for our female buyers.
FOOD FOR THOUGHT
Foodware, Looiersgracht 12. Denim chefs.
HOUSE OF DENHAM
Welcome to our studio. Prinsengracht 493-495, Amsterdam. The jeans capital of Europe.
WORK IN PROGRESS
In December 2008 we will open our first gallery denim store. The design studio will move next door. Welcome to the HOUSE OF DENHAM.
V I N TA G E L U G G A G E R E B O R N
1901 Louis Vuitton Steamer Bag (FR) / 1940 Pilots Case (USA) / 1944 Bankers Cash Bag (USA). Inspired & made in England. D E N H A M is a travelling brand. We source our goods from England to Italy to Japan.
MADE TO MEASURE
The finishing touches make all the difference. D E N H A M accessories always make a point of difference.
T H I S S E A S O N ’ S WA S H R E C I P I E S 25 new fabric / wash techniques to start the brand.
S T O RY 1 : “ T H E T RU T H I S I N T H E D E TA I L S ” (SPRING SUMMER 09)
For 15 years Jason Denham has been building an archive of denim regalia that has become the inspiration for his signature collection. The first collection is aptly titled “the truth is in the details” which illustrates Denham’s knowledge of vintage product combined with a passion for modern design. The cuts of the jeans are inspired by a family heirloom, an antique pattern book called “THE CUTTERS”, (1910, price 15 shillings!). The first models are named after techniques in the book, “C U T T E R ”, “D A R T ”, “T A P E R ” & “T A I L O R ”. The brand logo is a ‘scissor’. This is the scissor that Jason cut his first jean with 17 years ago. D E N H A M is about making ‘ mouth watering, must have ‘ exciting jeans. Our passion is making jeans and our mission is making the customers get that ”I gotta get me one of those jeans” feelings…. D E N H A M is produced in Japan and Italy by a great jean maker called ‘Hiro’ who is also a sake maker. To celebrate the launch of D E N H A M Hiro has gifted 100 bottles of the finest exclusive D E N H A M branded sake. This is the first ever export of Hiro’s family sake outside of Japan since 7 generations. D E N H A M will open a gallery denim store in Amsterdam (9 streets) in December. The store will be a celebration of the D E N H A M brand with unique pieces and presentation. The D E N H A M store will be cojoined with the creative design studio & showrooms encompassing the total brand spirit. D E N H A M is positioned at the medium to high market level, retail prices will start at €150 – €500 per jean. D E N H A M is for early adopters who know denim. D E N H A M design: denim integrity.
An interview with Jason Denham by 14oz store for Karl-Heinz Muller. 14oz: “To start with pls tell me something about your background” JD: Background: DENIM DESIGNER. I cut my first denim cloth working for JOE CASELY HAYFORD, making Jeans for U2, Bono & the Edge. For 8 years I product managed all denim for PEPE JEANS LONDON. In London, Amsterdam and Madrid. After PJL I set up CLINIC+ design consultancy. A specialist ‘creative denim Agency’, which advised on all aspects of the creative denim business. Including denim developments with the leading denim mills, brand creation, product design, pattern cutting, graphic Art direction and global factory sourcing. Clients included LVMH, SWIFT denim Europe & KUYICHI. In 2002 I created and Founded Blue Blood Brand a premium denim brand positioned in the medium / high sector or the denim market. Today BLUE BLOOD is sold in 32 countries worldwide and is regarded as one of the leading denim brands in the market. 14oz: “When and why did you decide to start your own brand? Was there maybe a special key situation?” JD: At the beginning of this year I travelled Europe, US and Japan and I realised that the denim market is missing some excitement. I have a strong feeling that the market is waiting for a new denim story. The market leaders get bigger and more corporate which I believe creates an opening for small inspiring creative new brands. 14oz: “What’s the denham concept?” JD: D E N H A M is about making ‘mouth watering, ‘must have’ exciting denim’. Our passion is building jeans that give you chicken skin and the….I gotta get me one of those jeans’ feelings. D E N H A M Denim is produced in Japan and Italy, we have a great jean maker called Hiro who is also a sake maker. To celebrate the launch of the D E N H A M Brand Hiro has gifted 100 bottles of the finest sake, this is the first export of his family sake outside of Japan in 7 generations. D E N H A M is for early adopters who know denim. D E N H A M is initially focussed on 3 key markets, UK, Germany and Benelux. 14oz: “Why does the world need Denham? USP” JD: The D E N H A M USP is ‘balance’. The collection and concept is born out of experience, passion and knowledge of vintage denim, except we twist it with a perfect balance of modern styling – packaging and understanding of fits and materials. In the end it’s very simple, its balanced. The D E N H A M signature collection is called “the truth is in the details”, these details are the foundation & USP of the brand. 14oz: “Whats the story about the name?” JD: D E N H A M is my Family name, D E N H A M by name DENIM by nature. Denham is pronounced the same way as Denim. I guess it was meant to be. 14oz: “Where are you based?” JD: Amsterdam – Jeans capital of Europe. 14oz: “How many POS do you have? How many countries? “ JD: Zero, D E N H A M is a new brand that will launch in 14oz BERLIN and will target 50 key accounts in selective markets for S09. 14oz: “How many pieces does the collection have? Ladies / men?” JD: 50 piece collection total, 25 mens / 25 ladies. 14oz: “Whats the price range?” D E N H A M is positioned at the medium to high level market . 150 retail – 500 retail Euros 14oz: What’s your vision / dream of Denham in 10 years from now? JD: My dream in ten years is to be working with the same inspirational and passionate like-minded team. The team is everything. Together we can build the D E N H A M brand with passion, integrity and a smile! 14oz: “What makes the perfect pair of jeans?” JD: ‘Balance’. A good denim designer understands the measures of the ingredients and knows which ingredients to use. “Making jeans is like cooking, one small mistake and the jeans are ruined. Understanding the correct balance of ingredients is the secret to making the perfect pair of jeans’.” 14oz: “What will be the future of denim?” JD: Denham will be the future of Denim! (live the dream) 14oz: “What projects are coming up next?” JD: We are currently working on a colab with Jack Purcell. D E N H A M will restyle the iconic 1939 – ‘happiest shoe in the world ‘. We are also discussing a collab with Nigel Cabourn for the W09 collection. D E N H A M will open a gallery boutique denim store in Amsterdam (9 Streets ) at the end of this year. The store will be a celebration of the Denham brand with unique pieces and presentation. The D E N H A M Boutique store will be joined to the creative design studio / showrooms encompassing the total brand spirit.
ICON IN MOTION
D E N H A M meets “ H I R O ” “ H I R O ” is our laundry master in Japan. His father, his father’s father, and 5 generations before him have made fine sake. Hiro’s gift to Jason is 100 bottles of sake, to celebrate the launch of D E N H A M the Jeanmaker. This is H I R O ’ s story: “My father found evidence that our family sake business start from 1672. But we are sure that our sake factory start since 1804. We have clear evidence. So, we just want to tell people from clear history. Exactly 204 years history, since 1804 and 5 generations later (my father is 5th generation). Now I am not following my father business, because I love denim! I never take care of my father business before, but my father getting old and I cannot keep this. I decide to introduce my family sake outside Japan since last year, and D E N H A M is very first export sake in our history. I really proud of this. Jason! Thank you very much.” “HIRO”
SKINNY Skinny drainpipe fit 5 pocket Jean. Signature 7 point back pockets. Darted hems. Tailored box buttonholes. Zip hems. Available only in stretch denim.
WA I S T E R Higher cut waist 5 pocket Jean. Straight leg. Signature 7 point back pockets. Darted hems. Tailored box buttonholes. Available only in stretch denim.
PRESS Crease folded 5 pocket flare with a 20�hem. Signature 7 point back pockets. Tailored box buttonholes. Available only in stretch denim.
BOY Low rise ‘boys’ fit 5 pocket jean. Straight leg. Signature 7 point back pockets. Darted hems. Tailored box buttonholes. Available only in stretch denim.
GENIE Low crotch baggy 5oz chambray pant. 3 pocket tailored box buttonholes. Elasticated hems.
SHORT Y Loose fit pleated 5 pocket short. Tailored box buttonholes. Signature buttons. Available in 5oz chambray and 11oz denim.
MINI 12” Length 5 pocket mini skirt. Signature 7 point back pockets. Tailored box buttonholes.
CUTTER Slim fit 5 Pocket jean. Signature 7 point back pockets. Darted hems. Tailored box buttonholes. Traditional tailored waistband construction.
DART Regular fit 5 Pocket Jean. Signature 7 point back pockets. Darted hems. Tailored box buttonholes. Traditional tailored waistband construction.
TA P E R Trouser cut 5 Pocket Jean. Signature 7 point back pockets. Darted hems. Tailored box buttonholes. traditional tailored waistband construction.
PAY H O M A G E
WOMEN V11
V I N TA G E E L E V E N Italian 11oz RH denim. This wash is based on a 1950 vintage denim. The colour is manipulated to achieve a brilliant blue summer colour with a natural moustache effect.
BD
BROKEN DIRT Y Italian 12oz broken twill denim / Fully processed bleached and Dyed with a dirty wash effect.
R8
RINSE EIGHT Italian 8oz LH stretch denim / lightly sanded seams / gentle cold rinse wash with silicone softener.
DV8
DA R K V I N TA G E E I G H T Italian 8oz LH stretch denim / natural worn in effect / dark stonewash 30 mins.
T9
TINT NINE Italian 9oz RH stretch denim / Natural indigo tint dyed yarns / soft rinsed.
S9
SILK NINE Italian 9oz / RH stretch denim / silk finish super soft touch.
A9
ANTIQUE NINE Italian 9oz RH stretch denim / Antique dirty wash technique.
C5
C H A M B R AY 5 5oz 100% cotton Chambray / 1 x 1 weave Indigo dyed.
WTD
WHITE TEFLON DENIM 9oz stretch denim / Teflon finish for easy clean.
MEN DJS
D RY JA PA N E S E S E LV E D G E Japan 12oz RH denim. Woven on the original 29”narrow width looms.
DD
D RY D E N I M Italian 12oz selvedge denim / dry unspoiled selvedge woven on the original 29” / 75cm looms / Red listing.
TD
TA I L O R E D D E N I M Italian 11oz double - dyed denim / dry finish tonal thread tailored presentation.
JDK
J A PA N V I N TA G E DA R K Japan 12oz Dark Vintage washed selvedge denim / Natural moustache effect.
JRP
J A PA N R E S I N PA I N T Japan 12oz selvedge denim / hand painted Resin effect on antique crushed legs.
W13
WORN THIRTEEN Italian 13oz RH denim / gentle cold rinse wash with silicone, jeans are pre-creased and lightly sanded with ‘worn in’ life lines.
A13
AGED THIRTEEN Italian 13oz RH denim / heavy aged 6 step technique. Each piece is sandblasted, sprayed, bleached, stoned, tinted and stretched. The knees are soaked in resin and stretched for a natural worn in effect.
B10
BROKEN 10 Italian 10oz broken twill denim / Fully processed bleached and aged with strong moustache effect and limited damage.
BD
BROKEN DIRT Y Italian 12oz broken twill denim / Fully processed bleached and Dyed with a dirty wash effect.
V11
V I N TA G E E L E V E N Italian 11oz RH denim. This wash is based on a 1950 vintage denim. The colour is manipulated to achieve a brilliant blue summer colour with a natural moustache effect.
J LT
J A PA N V I N TA G E L I G H T Japan 12oz Light Vintage washed selvedge / Light moustache / Kimble crushed pockets / 3D wallet back pocket.
MD
M I L I TA RY D E N I M Japan 10oz natural Indigo dye denim / Silicone soft washed / natural drying process.
VC
V I N TA G E C O T T O N 8oz fine weave weft face 100 % cotton / Enzyme stone finished.
VCN
V I N TA G E C H I N O 8.75oz 3 PLY chino twill / garment dyed and stonewashed for 2 hours.
OWD
OPTIC WHITE DENIM 10oz clean finish optic white yarn dyed denim / washed with silicone and resin.
LEIDSEGRACHT
PRINSENGRACHT
THE JEANMAKER’S STUDIO Prinsengracht 493-495, 1016HR, Amsterdam, The Netherlands tel:+31 (0)20 331 5039 / fax: +31 (0)20 337 4633 www.denhamthejeanmaker.com info@denhamthejeanmaker.com
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