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Brief Published: 3 Sep 2012

Perfect Jeans: Destination Denim at Selfridges UK


British department store Selfridges has launched a storewide series of events based around choosing, customising and designing the perfect pair of jeans. Exclusive product launches, designer appearances, style advice and special events for both male and female consumers have been lined up for the retailer’s four UK locations, including the London flagship, which boasts Europe’s longest denim wall.

The three-week programme, which runs until September 9 2012, kicked off with a 12-hour online “jean-a-thon” featuring flash giveaways and style advice. Designers from three specialist premium-denim labels – Nudie Jeans, 7 For All Mankind and J Brand – are giving talks offering expert advice and style tips, while denim customisation classes are being offered by Japanese men’s brand PRPS, British denim artist Dr Noki and Dutch label Denham. Quintessential American denim brand Levi’s is also jumping on the customisation bandwagon by having a tailor on hand to dispense bespoke denim fittings from a menu of possible alterations.

Tipping a nod to the ongoing merger between the worlds of retail and publishing, British Vogue fashion features editor Sarah Harris and US denim line Current/Elliott have joined forces to hold styling workshops. And perhaps least conventional is the one-off yoga class staged in collaboration with US denim brand Lee to demonstrate the flexibility of its Stretch Jeans range. Most of the events also offer the chance win pairs of jeans from the featured brands.

The events also offer a glimpse into the future of how the Denim Room – the next section of the store due to be transformed into a concept room (following the Women’s Designer Galleries and The Wonder Room) – may look. Read more on this department store’s trailblazing retail strategy in The Selfridges Effect.


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