DENHAM store by Jason Denham and in-house design team, Utrecht – Netherlands

June 4th, 2017 by retail design blog

DENHAM the Jeanmaker is pleased to announce the opening of its first women’s store and the launch of an expanded men’s store in Utrecht, the Netherlands. Both opened in early May 2017, and are located on the Choorstraat in the city centre, surrounded by premium local and international brands. “One year ago we opened our first DENHAM store in Utrecht — a men’s boutique at Choorstraat 2 – and it has had fantastic success,” said Jason Denham, Chief Creative Officer and Founder of DENHAM the Jeanmaker.

“We wanted complete our brand experience in Utrecht with the full collection offering, so we’ve moved our men’s store to an expanded location at Choorstraat 9 and converted Choorstraat 2 into a women’s store. It’s the perfect boutique environment to present our women’s collections.” The DENHAM women’s store at Choorstraat 2 is a stunning setting with a historical brick façade, large glass windows and high ceilings.

It showcases DENHAM’s latest women’s collections including jeans, tops, accessories, shoes, bags, jewellery and sunglasses. It also features a dedicated kids’ corner, with DENHAM designs recreated in small sizes for children. The new men’s store at Choorstraat 9 spans three levels and 150-square-metres. It now showcases more than double the men’s product than was previously available in Utrecht, including virgin denim, Italian Candiani golden rivet denim and Japanese denim.

It also presents a comprehensive footwear offering including DENHAM’s own shoe collection, limited-editions and products by Converse, Clarks Trigenics, Diadora, The Last Conspiracy and Karhu. It has a full Service Co., which offers a hand-wash laundry service and a custom sewing area where DENHAM jeans can be hemmed, maintained and repaired for life. The Lab uses vintage “Union Special” sewing machines by American Union.

Shoppers are also invited to enjoy Italian Buscaglione coffee at the DENHAM Coffee Bar. Designed by DENHAM’s in-house team, the interiors of both stores combine a clean, gallery-like aesthetic with authentic character. Walls are painted in signature indigo and optic white, while shop fittings feature recycled and salvaged pieces like French trolleys and Art Deco lamps.

The floors are made of wood that was reclaimed from a French barn, while the cash desks are made of vintage American yardsticks. Graphic artworks are 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 interiors. Traditional tailors’ scissors have been repainted in high-gloss white and brass finishes, and bolted to the walls to act as hangers.

Design: Jason Denham and in-house design team
Photography: Philip Jintes

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One thought on “DENHAM store by Jason Denham and in-house design team, Utrecht – Netherlands

  1. Wencai says:

    nice

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