Inside the Coachella of Denim at Amsterdam’s Denim Days Inline
Photo: Courtesy of Kelly Connor / @kellymcdc1/13The 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.
Photo: Courtesy of Kelly Connor / @kellymcdc2/13A is for Amsterdam and D is for Denham.
Photo: Courtesy of Kelly Connor / @kellymcdc3/13Why doesn’t EVERY dressing room have a 360-degree mirror?! It saves you from straining your neck when trying to get a good look at your backside—obviously the most important thing when trying on jeans!
Photo: Courtesy of Kelly Connor / @kellymcdc4/13This is the beautiful view from the G-Star Raw boat where we sipped champagne and admired the scenic seventeenth-century Canal Ring en route to the brand s headquarters. I much prefer this mode of transport over the New York City subways!
Photo: Courtesy of Kelly Connor / @kellymcdc5/13Here we are at the impressive G-Star headquarters. This cutting-edge building is by Dutch architect Rem Koolhaas. Its stark concrete exterior perfectly embodies the brand’s military aesthetic.
