Located around the corner from the Dutch capital’s most prestigious shopping strip the store occupies three floors and is designed Denham’s in-house creative team. Although still featuring a number of the brand’s signature design elements, such as swathes of white, parquet flooring and vintage tailor scissors, the vibe here is decidedly more sophisticated but with a typical Denham twist.
The store design includes a ticket-office inspired reception area, bespoke neon signage and an in-house popcorn machine. The ground floor presents highlights from both the menswear and womenswear collection, in addition to a tightly edited selection of accessories.
While the basement section is entirely dedicated to menswear, the second floor features womenswear and a concise collection of women’s shoes. Exclusive to the store, and a first, is the so-called private wardrobe concept, an invitational shopping experience that offers customers access to a selection of limited edition products not presented anywhere else on the planet.
For this purpose a V.I.P.-inspired space has been created at the back of the store, replete with a well-stocked sake bar – mind you, it stocks Denham-branded sake – and fitting room. last but not least, the store also offers a denim alterations and repair service.
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