Since the launch of the Denham showroom and store in Amsterdam’s fashionable Nine Streets district last December, the boutique denim house has been making waves in creative circles. Founded by Jason Denham, the brand is focused on producing jeans of premium quality using japanese selvedge denim combined with artisanal tailoring techniques.

Walking through the store, a series of ‘zones’ unfolds to reveal its own unique character and story. Both walls are stylishly decorated with gold scissor brackets displaying complimentary jackets, knitwear and accessories. A gallery housing items from the Denham garment library, video-installations and photography gives shoppers insight into the labels’ history and philosophy. Offering a complete customizing service, customers can create their ideal jean in the ‘blue salad bar’.

Contemporary innovation mixed with tradition, the Denham Store 495 is an inspirational model of retail design and a fascinating shopping experience.