The founder of the eponymous denim brand, which returned to Pitti after several seasons away, tells Drapers about celebrating the brand’s 10th birthday this year.
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Why have you chosen Pitti to highlight the brand’s 10th anniversary?
When we first launched the brand, we came to Pitti and met buyers from markets around the world, including the domestic Italian market and from Asia. It’s a great show, everyone knows it and it is the heart of the menswear industry.
How does it feel to celebrate your 10th anniversary?
It feels weird to be honest, we still have a such a start-up culture, but we’ve achieved a hell of a lot in 10 years. As a brand, we’re hosting 10 events throughout the year to celebrate: we are lanching a book, a perfume and brewing our own sake. Having said that, there’s still definitely still so much more I want to do. We have a great presence in Europe and Japan. Being British myself I’d like to grow the brand in that market.
How did you get started in the fashion industry?
It’s actually an interesting story – growing up I was never sure ifI was going to be a graphic designer or a fashion designer. I was always a huge admirer of Sir Paul Smith and one day went to his London store and said: “Hello, I’ve got an appointment with Paul Smith” and was taken to his office.
He came in and asked who I was and I asked for a five-minute chat. He said: “I’ll give you 15 minutes and a coffee.” I went away and studied fashion properly. I’d always been interested in denim and set up my first brand, Blue Blood, in 2002. I then wanted to do something using my own name, and that’s when I launched Jason Denham.
Q&A: Jason Denham on 10 years of brand building