@denham… answers the 10@10

Hello dudes & dudettes, brothers from other mothers, sisters from different misters.

This week we have a treat…for us anyways and hopefully you guys will enjoy it too?!

This week we are focusing our whole week on the company DENHAM. Now I’m sure you all know this Netherlands-based brand and we’ve all seen plenty of pictures of how perfect their Italian raw selvedge denim wears/fades but I had a to dig a little deeper than that.

Jason Denham has managed to achieve 10+ stores which, in the denim world, is lots. More than most if not more than anybody.

So what is it that Jason does that’s different? Is it pure drive and ambition or is this sort of growth powered by strategic innovation and tactical mind mapping sessions?

This whole week came together when I happened to visit their new store in North Yorkshire (Leeds), my neck of the woods! I was visiting stores with Monica (General Manager/Head Buyer of Livid Jeans, Trondheim, Norway) and, of course, DENHAM being denim and Livid being denim and me, well, being me we…had to pop in!

Instantly, I was greeted with a cuppa tea and their ever personable manager Jimmie Wade. Boom. A friendship was born. With Jimmie as my partner on this little project we can now offer you a full week of DENHAM which will consist of…

  1. ‘The Brands…’ 10@10 (now of course)
  2. A product review by the hound himself aka Greg the @denimhound
  3. ‘The Men…’ 10@10 special that focuses on the Leeds store employees and their thoughts
  4. Saturday, we will be throwing a store review by the way of our ‘Denim Map’ project featuring the Leeds location done by yours truly, me.

It’s exciting times people. So exciting, I haven’t even got round to cracking open my bevvie yet! (Tonight’s will be Stella)

Anyways, sit back, relax, crack open said bevvie and listen to the thoughts of Jason Denham as @denhamthejeanmaker answers the @clobbercalm 10@10.




NAME: Jason Denham
POSITION: Founder / Chief Creative Officer
BRAND: DENHAM the Jeanmaker
ESTABLISHED: 14 – January – 2008
LOCATION: Amsterdam, NL

1. Straight forward, please tell us, how did your company DENHAM the Jeanmaker start out? (For people that don’t already know)

In December 2007, I exited my 1st brand (Blue Blood) and set to work on my signature label DENHAM (my family name). I had a feeling that Blue Blood was getting too blurred with becoming a fashion collection and I had a passion to create the most beautiful f**king Jeans brand in the market. It started with a simple mission statement. “To create the most exciting, mouth watering international Jeans brand in the market, we will do this with the best people, product and presentation”.


2. Tell us. What does a day in the life of yourself look like? What’s your daily work routine?

I’m an early bird. I wake up 0530 every day and start my day with a swim and make breakfast for my wife and daughter. I’m generally in the office before 8. Every day is different (which I like), I’m travelling often to factories in Japan and Italy and working with my teams in the Amsterdam HQ, Dusseldorf, Tokyo and Shanghai offices.

3. What are your top 3 bestselling items? And why do you think this is?

Jeans, sweats and tees. Why? I guess it’s the right balance of all the ingredients that makes a great product in combination with service and presentation in store together with trusted brand equity.

4. What’s your personal favourite garment when it comes to the items you manufacture?

Japanese denim.

5. What are your thoughts on the rise of Instagram fashion and the chaps that post their clothing on there to help spread the word of their fave brands?

Social media is a great tool and sharing is important, we are a story telling brand so we are pretty active in our social channels. I started my Instagram account 2 years ago. It’s great to connect with international people.

6. Has it made an impact on your business at all, do you think?

Yes, it creates faster international awareness.

7. Is there any feeds on IG that you particularly like to check-in on regular. What brands are you fond of on there? What menswear feeds to you like to peruse?

I keep up with my favourite vintage dealers, retailers and friends. IG is the best tool for this.

8. A quick one about you. Other than the business, what passions do you have in life? What flicks your switch and helps you relax?

Books, movies, great food, architecture, interiors, art, gardens, travel and most importantly my family.

9. What do you consider to be the best thing about your business and why?

The people, the products and the presentation.


10. And Lucky Last, You’re going to be stranded on a desert island and you can take 1 outfit (4 items) only with you. And 1 choice of drink.

What would they be? And Why?

I will trade you the 4 clothes for 4 drinks. Desert island? There’s no one there so forget the clothes…might as well go naked. The drinks however, San Pellegrino – Taiko sake – Pouilly Fume + Rum and Ginger cocktails. Let’s have a party!


Jason, top man! Really appreciate you taking the time out from your 10+ stores, and countless other things I imagine, to give this feature your attention. Love the booze-fuelled luggage you’re packing for the island…party time my friend!

To update you again on what this week will entail…

  1. A product review by the hound himself aka Greg the @denimhound
  2. ‘The Men…’ 10@10 special that focuses on the Leeds store employees and their thoughts
  3. Saturday, we will be throwing a store review by the way of our ‘Denim Map’ project featuring the Leeds location done by yours truly, me.

Also, if you use the code clobbercalm10 in store at the DENHAM Leeds store you will get 10% discount folks!

Have a tip-top week guys! Stay close. Speak Soon.

Ben @clobbercalm.


3 thoughts on “@denham… answers the 10@10

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