With fashion cycles being questioned by industry players all around us these days, also Dutch denim maker Denham is experimenting with new, very instant delivery times for their latest product innovation.

The styles of their new “Active Fit Evolution” concept were unveiled to the Denham team during a sales event in Milan yesterday and will be introduced to the brands’ top 15 customers of all markets today, giving the buyers the option to buy into the collection right away, receiving the delivery in their stores only one week later.

The Active Fit range shall guarantee comfort of movement via special 3D constructions to contour and compliment the body. Five of Denham’s men’s and women’s jeans fits have been rendered new and revised with features such as an enveloped leg form allowing for three dimensional leg shaping, a variable width waistband, a functional, enlarged fob pocket, a low profile fly to reduce bulk, an extended pocket opening for easy access, an elliptical cuff to break naturally over the forefoot and a lightweight high tensile pocketing. There are three fits for men [Bolt Helix (skinny), Razor Helix (slim) and Tokyo Apex] and two for women [Spray Helix (super tight) and Monroe Helix (Boyfriend)].

Tokio Apex and Bold Helix for men
Tokio Apex and Bold Helix for men

Spray Helix and Monroe Helix for women
Spray Helix and Monroe Helix for women


For Denham, the Active Fit Evolution marks the third generation of its 5-pocket denim fits: In 2008, the brand started with a range of denim styles featuring tailoring inspired darted and pre-curved pattern cutting, anatomical 7-point pocket profiles and drop-yoke waist lines. In 2013, the brand launched its heritage-inspired ‘Category 5’ range, featuring classic 5-pocket models and selvedge fabrics.

Firstly, Denham will offer an immediate, one-week delivery for the Active Fit drop only, but it might encompass a wider range of styles in the future, as brand founder Jason Denham explained in Amsterdam.

All the features of Denham's new Active Fit concept
All the features of Denham's new Active Fit concept