amsterdam isn't just important to denham because it's the denim brand's homebase. the city is widely regarded as the planet's denim capital and that significance is cleverly taken into consideration in its retail strategy. a stone's throw from its headquarters in the scenic canal district, and literally halfway to the denham women's store, yet another outlet has opened its doors. conceptualized as a so-called showcase store, it's indicative of the brand's gradual transition from a denim brand to a fashion brand and will present key categories within denham’s overall collection. the store therefore serves as a place where to spotlight specific product groups and design initiatives, from premium concepts in traditional 5-pocket denim and head-to-toe indigo ranges to innovative programs in outerwear, as well as leather developments, accessory groups and seasonal design collaborations. similar to its other locations in the dutch capital, the store interior respectfully incorporates many of the building's original elements. mixed and matched with modern design touches. the store also features a 188-piece tessellating mosaic marble bar with modern seating designed by dutch designer frisco kramer. this coffee bar is a collab with buscaglione and comes with premium coffee and specially trained baristas that'll surely boost the shopping experience. location: prinsengracht 531 [centrum].