From the source, with love
Top Class Brand Denham seems to understand much better than any other Jeans House how to tell customers what this Denim fever is about.
Apparently it is all about Denim, literally, the fabric itself.
So why not to promote the source, especially when the source is called Candiani Denim?
This partnership has been going on forever, since DENHAM’s early days.
The presence of Candiani’s Rivetto D’Oro (The Golden Rivet) takes it to another level.
In fact this interesting tool represents the only proper quality seal.
The golden rivet is there to certify the origin of the fabric and the craftmanship behind each pair of jeans made with Candiani Denim.
In a World dominated by cheaper and cheaper sourcing the origin of Denim becomes a key element to the more educated consumers.
“Why am I spending 200 Euros for a pair of Jeans?”
Well, nowadays, brands really need to prove it.
The label does not sell on its own, not anymore.
Another marketing story might not work either.
Another cool advertising campaign can be done for any sort of product, including crap.
The source is just a basic need for quality makers.
Axel & Victor