The Amsterdam-based denim brand Denham has opened its first Chines store in Shanghai on May 12, 2017. It is located in the city’s new HKRI Taikoo Hui Mall and stretches over 160 sqm, offering collections for men and women.
Designed by Denham’s in-house team, the interior is kept clean with vintage industrial pieces like recycled sewing machines, lamps and trolleys reworked into tables, all imported from Europe. The store’s graphic art is made by English printmaker Anthony Burrill. The Shanghai-based studio JoMo Design custom-created a cash desk made from old American yard sticks.
In addition, a service space has been installed in-store which offers a hand-wash laundry service and a custom sewing area where jeans can be hemmed, maintained or repaired.
The Shanghai opening marks the first step of the Denham’s expansion to greater China, fueled by a joint venture with Trendy (China) Fashion Co. Ltd. Approximately 50 more Denham stores across the market are planned to be opened by 2020.
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