Looking for authenticity? That is why you fancy designer jeans, prepared for lengthy hours of manual treatment and chemical processes to appear as individual, authentic pieces? I’ll tell you what: this is fake authenticity. If you want your pair of jeans to tell a story, to represent a personal narrative – you have to live your jeans yourself. By wearing them out. Personally.
And certainly you have come to the wrong place in the Denham store. Here it is about the connection of the jeans and her owner (Clinton – the jeansmaker on the pic – refers to her as “gene”). Clinton can tell you all about fabric qualities, about threads and seams. And about the difference of mass production and manufactured jeans. And about his fascination for the worn out and faded spots that come over time.
As not many know, Amsterdam is the European capital of jeans production, and has the highest number of jeans companies per square kilometer in the world (as of 2013). One of those companies is Denham, and Denham is represented by several stores in the 9 Straatjes in the Jordaan. In the coffee and concept store in Prinsengracht you can get your freshly brewed coffee.
Btw, last time I was offered a new pair of jeans in exchange for my old one once they were a little more worn out: the gallery presents jeans with a history, and my model wasn’t part of it yet.