Selfridges Opens Denim Studio

Selfridges & Co. (London) will open “The Denim Studio” next Monday, replacing the former children’s department, Women’s Wear Daily reports. The 26,000-square-foot space – which cost $9.1 million at the current exchange rate – will offer a variety of “high-low” denim jeans from 100 brands such as Primark, COS, American Apparel, Sweaty Betty and J Brand.

Reportedly 11,000 pairs of jeans comprise 65 percent of the Denim Studio’s offerings, while other merchandise will include athletic and knitwear from brands such as Stella McCartney and Rick Owens’ Dark Shadow. Other brands have created exclusive designs for the opening of the space and will become available June 24, WWD reports.

The space will also offer on-site services such as alterations and customizations as well as a personal shopping service, WWD reports. The space is filled with natural light from a window overlooking Orchard and Oxford streets and features windows and doors with original panes and moldings. Light wood floors, wooden tables and cement walls let the denim take center stage. Eighteen changing rooms feature triptych mirrors equipped with a blue button that flashes when customers call for help from the store’s associates.