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Denham enters jeans market

Blue Blood co-founder Jason Denham is launching a new premium denim label called Denham for spring 09.

The 100-piece men’s and women’s collection will feature denim jeans and skirts, jackets, T-shirts and shorts, and will drawon Denham’s 15 years of experience as a denim designer.

The label will be positioned at the mid to high-end level of the market, and will target keyindependents such as premium chain Cruise and department stores including Harvey Nichols and Selfridges.

Denham is also set to open a boutique denim store and gallery in the Nine Streets district of Amsterdam at the end of the year.
The range, of which the signature collection is to be called The Truth is in the Details, is being made in Japan and Italy by denim manufacturer Hiro.

Denham said the collection will combine his knowledge of vintage product alongside a passion for modern design. “It is about making mouthwatering, must-have exciting jeans,” he said.

“The cuts of the jeans are inspired by a family heirloom, an antique pattern book called The Cutters. The first models are named after techniques in the book including cutter, dart, taper and tailor.”

The brand’s logo is a pair of scissors, which Denham said is based on the scissors he cut his first jeans with 17 years ago.
Menswear will be priced between £50 and £130, and womenswear ranges from £50 to £85.

Denham, who founded Dutch denim brand Blue Blood six years ago in Amsterdam along with Steve te Pas, has built up an archive of denim which has acted as the inspiration for his new label.

The Denham brand will be sold from the Indigofera agency on Kingsland Road in Hackney, east London. For further information call 020 7613 5551.

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