Denham Sake collection Denham Sake collection
Denham Sake collection Denham Sake collection
Denham Sake collection Denham Sake collection

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

26 : 05 : 2014 Sake : Convergence Retail : Denim

Amsterdam – Denham may be a Dutch brand with an English founder, but it likes to celebrate its Japanese connection, not only with its materials but with its choice of booze.

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.

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