Made to measure: Denham wears in new service

The new space, next to the brand’s flagship store in Amsterdam’s Nine Streets neighbourhood, offers a variety of services, ranging from a cold water hand wash to alterations and knee patch repair.

Denham’s Virgin range of jeans is also on sale. For Denham, the unwashed Japanese denim jeans represent ‘the beginning of a highly individual journey each jeans buyer travels, from the moment a pristine pair is taken home for the first time, to the pleasure of sliding into a uniquely worn-in favourite months later.’

We have seen other brands provide services to customise and repair their products, encouraging consumers to invest in key pieces and move away from fast fashion. Another example is our recent Innovate report about Barbour’s Rewaxing service.