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Denham China launches in Shanghai mall

Denham China has opened the Amsterdam-based denim brand’s first store for China, in Shanghai’s new HKRI Taikoo Hui Mall.

Covering more than 160 sqm, the store offers collections for men and women.

Designed by Denham’s in-house team, the store interior features vintage industrial pieces like recycled sewing machines, lamps and trolleys reworked into tables, all imported from Europe. The store’s graphic art is by English printmaker Anthony Burrill, and the Shanghai studio JoMo Design has designed a cash desk made from old American yardsticks.

An in-store service space offers a hand-wash laundry service and a custom sewing area where jeans can be hemmed, maintained or repaired.

Denham plans expansion in greater China through a JV with Trendy (China) Fashion. The partners aim to open about 50 more Denham stores across the market by 2020.

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