Jason Denham, founder of Denham the Jeanmaker and Blue Blood jeans brands speaks to Alex Pescott, CEO of Fusion Associates.
Denham the Jeanmaker was launched two years ago and its products now appear in some 300 stores across seven different markets. Having decided to move on from his original jeans brand, Blue Blood, his latest signature label that uses his family name went from conception to appearing in stores within six months.
How did the British-born designer, former design consultant and businessman manage to build a brand so quickly?
Denham explained that working within the jeans sector has been his life for almost two decades."Something I've always done is build collections and work with people in the industry, so I have a strong network of contacts. I started in January [2008] with the first collection and was ready - the brand identity and the showroom and the office - by June of the same year," he said.
However, having the right team in place certainly played an important part."I think the whole success of any company is the people who are involved in it and I managed to attract and bring together a great bunch of people. A lot of them I had worked with for a long time anyway but I also got a lot of great new people involved.
"I think the success that we have today is down to that whole team and the people involved - certainly not just myself," Denham added.
Denham the Jeanmaker launched its website and online store in December. We asked Denham if firms can be successful without an online presence?
"Every company needs a home, needs a heart, needs a base," he said.
"I believe very strongly in showing your concept and I think when you have your own store, you have the freedom to make a gallery and do the things that you want to do - that can show the customer who you are. However, I also believe very strongly in online business. It's the fastest growing sector of the fashion sales business. There is definitely a demand for it," he added.
Denham the Jeanmaker has a concept store in Amsterdam, but there are also plans to open up outlets in key cities and markets across the world.
"My concept is to always have the offices and showrooms and back office and the store altogether in one location. This is what we have in Amsterdam. You have to show that you have a point of difference in the marketplace. The market is very full so I believe we need to tell stories and show people what you do and where you came from."
There are a lot of brands competing in the jeans market. How has the recession affected the operation of labels in the sector?
"If you have something to sell which is exciting and different then this is the perfect moment."
"In the [economic] crisis the existing market froze and stood still, which leaves a big opportunity for brands. If you want to make a business now, you have to come with something different. Not the same me-too products."
"When I made the first Denham collection my personal brief was to make 'mouth watering' pieces that people must have. In these times quality is very important not price."
How have products from Denham the Jeanmaker been received during the downturn?
"We've been received really well. I think it's because the sales guys in the shops are excited about having a new product to sell."
"It's probably due to the recession and due to the energy that we've put into it. The brand is doing well and selling through well in the stores even in these hard times."
What should we expect to see from the label in 2010?
This year will be a big year for development, explained Denham. "We've been holding off and going slowly because I wanted to make a strong foundation in Holland and Germany first. But this year we'll definitely grow the business in the UK. I think that the jeans market is great in the UK as it is in Holland and I think there are great stores that we need to start selling to."
Jason Denham began his career in the denim industry with Pepe Jeans, which relocated him to Amsterdam, before setting up his own design consultancy company called Clinic. After working for the likes of Kenzo and Firetrap for the company, he then set up his own jeans brand Blue Blood five years later.
"I am never more happy than when I have finished my day's work and the end result is dirty blue hands and blue finger nails," he said.
