Last week the world’s denim mecca went fully indigo. Amsterdam’s Denim Days is essentially the Coachella of denim—the ultimate festival for denim fanatics. Denim City—a rehabilitated tram depot—acts as an embassy, a workshop, and an archive for the denim industry s top movers and shakers. There, Denim Days hosts a boutique trade show for designers, textile manufacturers, buyers, retailers, and brands from all around the world: all with a strong focus on developing more sustainable ways to produce jeans.
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Photo: Courtesy of Kelly Connor / @kellymcdc
The first stop on my denim safari was to meet Jason Denham, the founder and designer of the cult-favorite brand Denham, and what a way to begin the journey! Jason is basically the king of denim—and also happens to be one of the nicest people I have had the pleasure of meeting. He led us around all of his beautiful stores, one housing a coffee shop, another a repair station; another even had a bathtub to properly wash customers
dirty denim! I asked him how he got started in the business and he described his original interest in graphic design. Once we arrived at Jason’s office (which as you can see also functions as his private archive of fascinating denim memorabilia), it became clear that his eye for design beyond denim is equally as impressive.
