The Denham Store in Amsterdam is the label’s first own-retail presentation, set up as part of the Denham House in the nine streets neighborhood. The shop experience unfolds through a sequence of “zones” with denim itself forming the central heart of the concept. As each zone gives way to the next, new stories are presented and subtle changes in atmosphere can be detected through shifts in mate¬rial, product display, sound and visuals. In each area of the shop a reverence for the best of tradition is mixed with a fresh contemporary energy... a signature mix of the old with the new. Developed by Denham’s creative team the shop manifests the spirit of the DENHAM label – ‘The truth is in the Details’ - and brings to life the brand’s various inspirations and obsessions – ‘Worship Tradition, Destroy