Selfridges To Open Giant Denim Space With a “Jeanius Bar”


Selfridges Denim Studio

High or low tech, European department stores are embracing the all-denim approach (insert your own Canadian tuxedo joke here).  Remember Printemps’ “bodega-style denim bar?“   Now we’ve got London’s Selfridges, which is trying to become the “worldwide destination for denim,” opening a 26,000 square foot space outfitted with a so-called Jeanius Bar.  Okay, so given these two examples, maybe what European stores actually really like are bars, except these are all filled with jeans.

The Jeanius bar is a digitally-enhanced table featuring interactive, denim-related content.  Tech-savvy though it may be, it’s really just a complement to the rest of the space, which will offer about 11,000 pairs of jeans from 100 different denim brands across a range of price points.  (Stella McCartney and J Brand will be displayed alongside Primark and American Apparel; price tags run the gamut from $17 to $17,000.)  As no upgraded department store space would be complete without a store-within-a-store, J Brand will be launching its British flagship within the new Denim Studio.

The space will also offer an in-house tailor, appropriately titled The Denim Tailor, doing on-the-spot alterations and customization.  Our favorite detail, though, has got to be the availability of supermarket-style self-checkouts.

The Denim Studio will open fully on June 24, with exclusive capsule collections to mark the occasion from Roland Mouret, Chrome Hearts, and others.