amsterdam: denham flagship store opening

© denham / photography: philip jintes - the new amsterdam flagship

since its inception dutch denim brand denham predominantly catered to a male clientele, but meanwhile it has diversified its offerings by adding a full-fledged women's line. as this collection is a tad more fashion-inspired, the brand has seized the opportunity to showcase both the men's and women's collections in new and more upscale retail locations. in a previous post we talked about how denham tested the water with a shop at swanky omotesando hills mall in downtown tokyo, and it has now followed up with a new flagship store in similar surroundings at its amsterdam homebase.

located around the corner from the dutch capital's most prestigious shopping strip the store occupies three floors and is designed denham's in-house creative team. although still featuring a number of the brand's signature design elements, such as swathes of white, parquet flooring and vintage tailor scissors, the vibe here is decidedly more sophisticated but with a typical denham twist. the store design includes a ticket-office inspired reception area, bespoke neon signage and an in-house popcorn machine. the ground floor presents highlights from both the menswear and womenswear collection, in addition to a tightly edited selection of accessories.

while the basement section is entirely dedicated to menswear, the second floor features womenswear and a concise collection of women's shoes. exclusive to the store, and a first, is the so-called private wardrobe concept, an invitational shopping experience that offers customers access to a selection of limited edition products not presented anywhere else on the planet. for this purpose a v.i.p.-inspired space has been created at the back of the store, replete with a well-stocked sake bar - mind you, it stocks denham-branded sake - and fitting room. last but not least, the store also offers a denim alterations and repair service. location: hobbemastraat 8 [amsterdam zuid].

© denham / photography: philip jintes - ground floor, basement, second floor and v.i.p. space [top to bottom]