A D E C A D E O F D E N H A M 2008-2018
CONTENTS 6-7
FOREWORD By Debbie Denham INTRODUCTION By Jason Denham
10-49
THE SCISSOR STORY
50-77
A Decade of Cutting
78-95
THE JEANMAKER A Decade of Brand Building
96-137
TIMELINE & MILESTONES A Decade of Dedication
138-199
THE TRUTH IS IN THE DETAILS A Decade of Detail
200-253
MADE IN JAPAN A Decade without Compromise
254-269
WASHED IN ITALY A Decade in the Laundry
270-325
DENHAM SERVICE CO. A Decade of Service
326-337
DENHAM GARMENT LIBRARY A Decade of Collecting
338-367
THE ART OF THE SCISSOR A Decade of Scissor Graphics
368-407
HOUSE GUEST ARTISTS A Decade of Friends & Collaborations
408-433
THE CUTTING ROOM FLOOR A Decade at the Movies
434-474
FOR THE LOVE OF RETAIL A Decade of Bricks & Mortar
475-506
APPENDIX Five Years in the Making
9
For 10 years, we have been driven by a clear strategic vision. Our mantra, "worship tradition, destroy convention," has always played a key role in motivating, empowering and inspiring us. We seek to challenge the status quo of denim design, and impact the lives of every consumer who comes in contact with our brand.
“If you want to see the quality of a jean, turn it inside-out” - Jason Denham
148
THE TRUTH IS IN THE DETAILS: PRODUCT
Signature Details We find inspiration in the history of our industry, but we destroy convention and create our own ideas. We’re not a copycat
Powder-coated mat black donut button / copper shank.
brand; we’re original. So when you look at our product, it has got our signature details inside and out: in the construction, branding, washing and finishing. “The truth is in the details” is our 7-point back pockets, our fishbone lining, our fabric quality and our hardware. It’s all manifested in our scissors logo, which is meticulously embroidered on the back of every jean using 691 stitches.
Embossed copper rivets. Signature scissor print on herringbone twill.
Italian white leather patch. Indigo ink hand-brushed to fade out. Custom made DENHAM selvedge with two tones of blue.
149
THE TRUTH IS IN THE DETAILS: DENIM CARE
Your Journey Starts Here... DENHAM will service your jeans for life: washing, sewing, painting and repairing. Since day one, we have been ambassadors for long-lasting, high quality products. To us, it’s equally as important to sell the jeans as it is to take care of them. We go on a journey with that jean, alongside every customer. We believe that jeans look better and better the longer you wear them. We’ve also introduced a Service Co. road show, so our staff travel to different wholesale accounts around the world. In Japan, we sew, wash, dry and even custom paint jeans. Yutaro Yoshiki - Area Manager Retail Div. Japan
168
Nagi Kobayashi - Ginza 6 Store Soldier, Tokyo
169
Every Detail tells a Story We are a storytelling brand, because our products have a lot of stories to tell. Our stores are filled with graphics and signage that share our themes, inspirations and where concepts originated. Our in-house team designs each of our stores with a unique aesthetic: we combine clean, gallery-like spaces with authentic character. Walls are painted in our signature indigo, while shop fittings use
THE TRUTH IS IN THE DETAILS: INSTORE PRESENTATION
Vintage zinc baths are used for DENHAM's hand-wash laundry service.
Patented scissors wall brackets are used to hang jeans in store. The ears of the scissors help create a functioning hanging system.
recycled and salvaged pieces like French trolleys and Art Deco lamps. Floors are made of wood that we reclaimed from an old French barn, and cash desks are made of vintage American yardsticks. One of my favourite details is our display walls, where we’ve used bolted brass scissors to the walls to act as hangers.
For 10 years, sake has been the DENHAM drink of choice. We produce our own sake with Hiro, a 6th generation sake maker.
Reclaimed vintage yardsticks are used as in store display features.
177
MADE IN JAPAN
214
MADE IN JAPAN
213