Worship Tradition and Destroy Convention

I stumbled upon this store, Denham, while wondering around town. I was drawn into the gallery-like space and this is what I found.

Mission statement, the store was open in January 2009.

History and process of product.

.Gallery space towards the front of the store that invited me into the store, towards the back is the actual product.

Hiro is a guy who is a denim lover. Denham’s Japanese selvedge is crafted with Hiro and he is also a sake maker. To celebrate the launch of Denham, Hiro has gifted us 100 bottles of the finest exclusive Denham branded sake. This is the first ever export of his family sake outside Japan since seven generations.

I did some more research on this place and the brainchild to this place is Jason Denham. His family name pronounced ‘denim’ (fate, I think); this creative entrepreneur is one of the leading jeans designers in the Netherlands. Not only does Denham’s experience include founding internationally successful label Blue Blood, designing with Pepe jeans, and for Bono from U2, but at the age of 29, he founded CLINIC+, an innovative denim design consulting agency.

I love this quote found in Format Magazine
“Our motto as a design team is to ‘worship tradition’ and ‘destroy convention’.”_Jason Denham