For-sake me: Denham offers own brand of Japanese rice wine

Denham's Japanese selvedge denim is crafted in Japan by famed jeans-maker, Hiro Yoshikawa. Yoshikawa's family has been making sake, fermented rice liquor, for five generations. To celebrate Yoshikawa's lineage, Denham has collaborated with his family's sake company Taiko to create Denham's For Goodness Sake line.

The packaging, although perfectly in line with Denham's branding, looks more like a beauty product than an alcoholic drink – especially with the scissors- stamped logo, apothecary bottle shape and twine rope wrapping. Available in Denham's Amsterdam store, For Goodness Sake could be sitting on the shelves of a barber shop.

In The Convergence Economy, a jeans company has to be so much more than Japanese denim to stand out. Denham's sake is a subtle nod to the heritage of one of its integral workers and is a point of difference in the retail landscape.