Making the cut: Denham moves into Asia

Words: Sarah Solomon
Visuals: Natalie Jones

Tokyo – Amsterdam-based Denim brand Denham has opened its second flagship store in Tokyo, marking the beginning of the company’s expansion into the Asian denim market.

The modern three-storey retail space in the fashionable Daikanyama district features minimal white interiors and wooden flooring, contrasting with rustic, pared down undertones. Decorative trademark scissors line the walls and serve a functional purpose, displaying merchandise in an alternative manner.

The basement level, with its concrete-look walls, evokes a workshop, assembly line aesthetic, providing an element of authenticity and craftsmanship, and focusing attention on the denim products instead of the retail environment.

This utility-focused, simplified approach to retail interiors has recently been explored in our Flexthetics report.