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Jason Denham and Denim

Tuesday 16th of September 2008 11:31:00 PM

Jason Denham has announced his own denim label will be introduced. The brand name is “Denham” and a website and store will be opened in December in Amsterdam. The brand has actually already been sold in several other countries including the Netherlands, Germany and the United Kingdom. In the UK, the sales were at Harvey Nichols.

"I want to set up a fashion house for denim," Denham said. The fashion house will be built upon a private jeans collection belonging to Mr. Denham. Mr. Denham once worked for Blue Blood and is attributed as being one of the executives that brought about the company success. He left Blue Blood in December 2007 and spent some time traveling where he gathered ideas for his own brand of denim jeans.

The first fashion house collection will be available sometime in summer 2009 and first shown in Japan and Italy. The models are each named after sewing techniques described in a 1910 pattern book. This same book inspired the denim collection style and design. Denham had this to say about his new jeans collection. “It is a passion. The brand's subtitle is ‘The Jeanmaker’, with a pair of scissors as its logo. The scissors I used to cut my very first pair of jeans 17 years ago."

Mr. Denham’s home office will be located in Amsterdam where the new shop will open in December. "I want everything to happen in the same place, so customers can also gain some first hand knowledge of how we work. It will be a unique experience." The high couture jeans can be worn with various styles of tops ranging from embroidered shirts to elegant shirts for formal wear. The collection is expected to be expanded at some point to include other fashion wear such as coats and Denham label tops. The first jeans collection will be introduced at its first fashion trade show called ‘Bread & Butter’ in Barcelona, Spain in January 2009.

( c) Miles Eliason,www.sxc.hu

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