DENHAM | Jason Denham & Rintaro Tanaka Interview

DENHAM

Japan's First Flagship Store, DENHAM Daikanyama, Opens in Daikanyama

Jason Denham & Rin Tanaka Interview

On June 5, 2010, the "DENHAM STORE : TOKYO DAIKANYAMA," the second directly managed store worldwide and the first flagship shop in Japan, opened in Daikanyama. The store, offering the full product line just like its Amsterdam headquarters, resembles a special denim workshop. The day before the opening, a ribbon-cutting ceremony was held, attended by representative Jason Denham and Rin Tanaka, who has a close relationship with Denham and photographed the catalog for this occasion.

Text by OPENERSPhoto by DENHAM

What Lies Behind "The Truth Is In The Details"

Jason Denham, born in England, began his career in 1992 under Joe Casely-Hayford, who crafted jeans for U2. After gaining experience as a product manager for Pepe Jeans, he founded Clinic+. He supported clients such as LVMH, Swift Denim, and Kuyichi in establishing clear positions within the denim market. In 2001, he founded Blue Blood. DENHAM launched in the spring of 2009 with a unique design style and approach.

— Congratulations on the opening of the Daikanyama store.

This DENHAM Daikanyama store tells our brand's story. Although we are a young brand, only two years since our inception, I believe it has become a store that can convey our strong vision. Denham is an international collective of skilled individuals. I am British, we have designers from America, and also Italian staff who are strong in tailoring. From America, we learn authentic design; from the Netherlands, practical design; from Italy, techniques like washing; and from Japan, the world's best material development technology.

— Is "The Truth Is In The Details" the brand's slogan?

When starting the brand, I was often asked, "Why is a denim brand needed now?" I replied, "The truth is in the details." While there are many classic jeans makers in the world, we want to add new elements with different details to create something new. Denham's philosophy is to cherish history while breaking down the existing.

For example, Denham's jeans feature a seven-sided pocket on the hip pocket, which is based on an open hand and has a modern aesthetic. We also focus on details like leather and tailoring.

— What is your relationship with Rin Tanaka?

He is a world-renowned expert in vintage fashion research, and I am a huge fan of his book, "My Freedamn!". I also love vintage so much that I created a library in my Amsterdam studio. For this men's collection, I wanted to present it with a strong visual similar to his. When I asked him, he readily agreed, and we completed a truly wonderful catalog.

— What kind of store do you want it to be?

While Amsterdam is the denim capital of Europe, I believe Tokyo is the denim capital of the world. I first came to Tokyo 14 years ago, fell in love with Daikanyama, and adored this street. I always dreamed of opening a store on this street someday. I am truly thrilled that DENHAM Daikanyama has opened.

Why is the Denim Industry's Level Continuously Rising?

— Rin, congratulations on the opening of DENHAM Daikanyama.

It's a great store. Jason Denham is the person who founded "Blue Blood," and actually, he's the one who organized my "My Freedamn!" party in Amsterdam. When it comes to denim, he's a true craftsman.

— You photographed the men's collection this time.

Jason has a fantastic vintage collection. Their approach to denim is distinctly European, finding value in creating something new. That's why the denim industry's level is continuously rising. People all over the world are passionate about the denim business.

— How was the "INSPIRATION" event held in Santa Monica, Los Angeles, in February, which was an evolution of "My Freedamn!"?

It was tough (laughs). But the flea market attracted 2,000 people, and organizing it was a valuable learning experience. I learned a lot. "My Freedamn! 9" is also scheduled for release at the end of July. Please look forward to it.