I was instantly attracted by this denim store when I walked in the heart of 9 street neighbourhood in Amsterdam.
I have to say the interior design looks very much like a Japanese boutique. The store is so bright (even on a not-so-sunny-day) and neat with a hint of woodwork in it. And I’m very impressed by their meticulous attention to detail. There’s a big glass cupboard at the cash-counter that contains all kinds of accessories for your tailor-made jeans, from a button to the leather badge at the back of your jeans.
Right next to the store is the design studio…
I was forbidden to take any pictures in the store because the store assistant told me that I could find literally “everything” in their website…
So I went to their website… and it was even more impressive!
I was too busy secretly taking pictures of the shop and asking the shop assistant for some interesting facts so I didn’t really look closely at the garments… The assistant told me that the owner has a partner from Japan so they import the finest denim from Japan and Italy and hence the “Japanese” style…
but their website really intrigued me a lot and makes me wonder around for a whole hour! Their concept of their designs all come from the utility-tailoring approach, meaning the designs are originally for certain purpose, then they altered and re-immersed them into what they have now.
I particularly like this denim “Boro Kimono” which originally was made and worn by Japanese workers who travel from place to place in World War 2 and the 3D sleeves of these coats.
The “Wavell” is a reversible spring jacket inspired by the fencing doublet.
“the Genie evolves” is perfect for spring and summer with the light colour and texture; the seasonal khaki fabric is a must for the fashionista!
(photo courtesy of Denham the Jeanmaker website)
You know there’re many poles in the streets of Amsterdam, and each of them has “xxx” on it. Denham cleverly promote themselves by making covers for the poles outside the stores with their signature scissors on it.
When I walked out of the store… the only thing I keep thinking is “How can the store be so perfect?”
Money?
Right… you can hire people to design and develop every detail of the store and all the products for you but then it won’t be YOUR shop…
Talents?
But if you have all the concepts and designs in your mind and without the money you still can’t produce anything…
My conclusion is there’s no easy way to be perfect…
SO get your ass moving and work if you have all the talents in you!!! =p
lohoi go around 
