Denimology

Jason Denham - Interview

Jason Denham has come along way since starting his career back in 1992 at the work shop of Joe Casley-Hayford. After setting up his own company Denham in Spring 2009, Jason is making massive inroads into the overcrowded market place of premium denim with major retailers in Holland, Germany and the UK quick to pick up the brand.

Denham's moto, "the truth is in the detail" is very evident when you get a close up view of the collection. The jeans are a good balance of a commitment to progressive design against an equally obsessive respect for jeans craft and tradition, which is commonly forgotten about these days.

"Jason Denham's single-minded obsession with denim is the primary inspiration for the brand. His conviction that deep knowledge comes with extensive research is central to the studio's design approach. The Denham Garment Libary features an extensive collection of archetypal jean models as well as work wear, military clothing and travel gear from the last century up till today."

Jason has been kind enough to take some time out to answer a few question about his brand and where it is headed in the future.

Why do you think after 200 years jeans are still one of the most popular items of clothing?

Jeans are an organic product. They change, they get better the more you wash and wear them. Jeans mould themselves to our body shapes. Jeans are an expression of our personality and lifestyles. There is no other product category like it. That's why after 200 years, jeans are still one of the most popular items of clothing.

Last time I counted there were over 200 brands of premium denim jeans, what makes your jeans stand out from the rest?

We have an amazing team with huge experience and passion for the products we love. I always say that before you can design a Jean you have to understand the history (worship tradition). In our DENHAM studio we have an archive of more than 1,000 vintage pieces. The DENHAM point of difference is the passion for modern design and combining this skill with vintage history (destroy convention). It's a balance in worshiping tradition, while destroying convention.

Denham HQ in Amsterdam featuring a shop design space and offices.

Where do you get your inspiration from?

My team. A guy called Liam Maher has joined us from Young Meagher about a year ago. Liam is one of the most inspirational creatives I have ever had the pleasure of working with.

What have been your favourite pair of jeans that you have produced and why?

I love our Japanese denims, they are the most expensive but you get what you pay for. Our motto in the DENHAM brand is 'The truth is in the Details'. The Japanese denims echo this sentiment perfectly.

How many pairs of jeans do you currently own and which are your favorites?

My wife thinks I own too many, I think - not enough.

Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?

Definitely a 'wear your jeans for six months before you wash them' person.

What is the worst denim design crime?

The secret ingredient of creating a great jean is knowing when to take your pencil off the paper and stop designing. Lacking this balance is the worst denim crime...

And finally, what can we look forward to from Denham in 2010

Our motto is "the truth is in the details", and the new collection is all about the details. The collection this season is built on the concept of "worship tradition and destroy convention", this is our design philosophy. We love vintage product - we love modern design. Its all about combining the two together. The signature pieces in this seasons collection are based on re-cutting original fabrics in to new models. Namely vintage goretex Dutch army sleeping bags which we transformed in to a mens sport coat and antique indigo kimonos which we made in to feminine fitted jackets.

WOMEN - The Key females fit this season is the Low crotch harem pant. This is a low fit, full volume pant with a tapered skinny leg. To create this pant we took Moroccan & Turkish traditional harem pants from our archive and re-cut them in a sexy feminine way.

MENS - The key fit for men is a tapered cut , slim hem. This season we made a new model called CUTTER+ , this Jean has a dropped front yoke that creates a visual lower rise, also the position of the front pockets is much more ergonomic.