Selfridges / Denim Studio
HMKM’s new Denim Studio for Selfridges brings glamour, entertainment, excitement and authority to this dyanmic category, in a 26,000 sq ft space that sets a new global benchmark for denim retailing. ‘It’s all about fit and fast’ says HMKM associate director Paul Digby, referring to the choice of 11,000 jeans from 60 different brands, the ‘Denim by appointment’ personal shopping service, the on-the-spot tailoring (delivering the perfect fit within two hours) and the interactive media tables that provide the ultimate tool to help customers define their dream jeans.
‘Denim has always been a passion for Selfridges,’ says Selfridges buying and merchandising director Sebastian Manes. ‘With this new concept, we’ve got amazing service, an incredible and democratic range and a fantastic ambiance. We now have the biggest and best denim department in the world. It really is denim any way you want it.’