Englishman Jason Denham established DENHAM in the city of Amsterdam in the Netherlands. Having already established his reputation in the European market as a consummate “jeanmaker” known for mixing denim modernism with workwear tradition, he resolved that the jeans category needed an injection of something fresh, new and undeniably mouth-watering. Assembling a small like-minded team of international designers, Denham set-up operations in Amsterdam in 2008.
One step inside the DENHAM design studio and even a casual observer can sense what’s going on. Fewer than half-a-dozen creatives with a combined experience of over half of century in the field of workwear and utility garment design apparently share a deep seated view that now it is their turn. Born in the 60’s and 70’s and weaned on the design cultures of the 80’s, 90’s and 00’s they share a universal and passionate culture that transcends their individual regional perspectives. Despite having cut their creative teeth in the rich and varying landscapes of the UK, Europe and the US they rarely require extensive dialog to determine direction. Replacing the standard chatter of trend analysis and market tactics is the throb of music, the reassuring whir of an industrial sewing machine, the gnashing of scissor blades and more mysterious sounds of experimentation, creating an atmosphere that is equal parts workshop, laboratory, research center and dynamic modern design atelier.