DENHAM the Jeanmaker is pleased to announce the opening of a new store in The Hague on 1 March 2017. This is DENHAM’s eighth store in the Netherlands and reflects the brand’s commitment to expanding its presence across the country. The 120-square-metre shop is located at Hoogstraat 25, set amongst the most prestigious retailers within The Hague’s city centre. It showcases DENHAM’s latest collections for men, women and kids, with a full offering of jeans that ranges from dark virgin denim to love-worn washes.
The store also carries the brand-new DENHAM footwear collection for men and women, which launched on 1 March 2017. Designed by DENHAM’s in-house team, the interior décor combines a clean, gallery-like aesthetic with authentic character. Walls are painted in signature indigo and optic white, and are offset by shop fittings crafted from recycled and salvaged pieces. The floor is made of wood that was reclaimed from a French barn, while the cash desk is made of vintage American yardsticks.
Graphic artwork is by Anthony Burrill, the renowned English printmaker known for his eye-catching use of text and typography. The iconic DENHAM scissor logo — a symbol of quality and craftsmanship — also appears throughout the store. Traditional tailors’ scissors have been repainted in high-gloss white and brass finishes, and bolted to the walls to act as hangers. In the dedicated children’s corner, the scissor hangers have been made in bright shades of blue, red and yellow.
“The Netherlands is one of the most important markets for our business,” says Jason Denham, Chief Creative Officer. ‘This is the country where we founded the brand and where we opened our first store in 2008. We are excited to be further expanding beyond Amsterdam and Utrecht with this new store in The Hague, and we look forward to sharing DENHAM’s passion for product with new consumers in the city.”
Now available at the DENHAM The Hague store, the Spring/Summer 2017 collection is inspired by “The Blue City” of Jodhpur, India, where miles of building facades and rooftops are covered in washes of blue. This inspiration is translated into new garment treatments, dip-dye techniques, all-over prints and pieced repair.
Design: Jason Denham and in-house design team
Photography: Philip Jintes