Denham is launching Denham x Nike, a new design-driven, denim-focused collaboration that represents the contemporary and modern spirit of both brands.
Three different iconic Nike sneaker models have been reinterpreted according to the two brands’ merged identities mixing workwear and sportswear. Air Max 1 will debut on September 18 to be followed by Air Max 90 and Air Max 95 on September 25.
Air Max 1 has been infused with Japanese denim authenticity by mixing sustainable denim fabrics with the traditional, artisan craft and colored textured suede. Its upper features kakuju-tsunagi sashiko stitches, indigo-checkered denim and indigo fishbone, made by Nihon Menpu Japan with tan nubuck and indigo suede.
Jason Denham explained more details about the project….
How did the collaboration come about?
We have a longstanding relationship with the Nike team, I have always been a Nike fan all my life and this project was born out of our shared vision for creating high-quality sustainable products. Nike approached us with a view to creating a brand partnership that pulls together the best of both brands. We took the iconic Air Max1, 90 and 95 models and loaded them with the best Denham Japanese and Italian materials and details. The original plan was to launch these sneakers during the Tokyo 2020 Olympic games but Covid-19 rewrote that script.
Where did you take inspiration from for this project?
Denham is both an Eastern and Western brand for it has strong historical ties with cities like Tokyo and Amsterdam. For this project we focused on two stories, the Eastern influence of Japanese authentic materials and artisan details for the Air Max 1. For this style we respected every design line in the sneaker and experimented using high quality Japanese indigo materials.
Then we moved West and took the Nike team to Candiani Denim, near Milan, and shared the incredible sustainable and progressive denim from Italy for the Air Max 90 and 95 models. These two stories became the anchors for the project, which are very much based upon a materials partnership. Working at Air Max 90, the original classic UK street shoe, we selected the best Italian sustainable denim to combine with the OG Infrared highlight trim. The progressive design of Air Max 95 is one of my personal favorites. I love the layering and design lines of this shoe.
How long did it take to develop it?
Due to Covid-19 delays this project was more about one and a half years in the making.
Are you offering a limited edition number of pieces?
Yes, all models are very limited.
Where will this special collection be sold?
This is a global project and it will be sold in the global Denham stores and Nike Lab stores including very selected distribution like Atmos in Japan, End in The UK, HOI-House of Innovation Shanghai and other similar stores.
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