Amsterdam-based fashion brand DENHAM has just announced its brand-new partnership with the NOC*NSF as the official fashion wear partner of the Netherlands Olympic and Paralympic Team for the Paris 2024 opening and closing ceremonies.
Since its inception in 2008, DENHAM has been firmly rooted in the Dutch community, championing local heritage in the global denim arena. Now, the brand is designing the ceremonial clothing for the Netherlands Olympic Team and is celebrating each athlete’s journey to the world’s biggest sports arena.
DENHAM is set to outfit around 600 Olympians and over 300 Paralympians with a complete wardrobe. Earlier this year, DENHAM welcomed the Dutch Olympic Committee, honorary (former) elite athletes into their design studios in Amsterdam’s historic shipbuilding neighborhood, NDSM-Werf. Emphasizing authenticity as a cornerstone of the brand, DENHAM took the opportunity to break the partnership tradition by creating both for, and with, the athletes.
Through a collaborative exchange of ideas, the teams brought together athletic needs with technical innovation and denim workwear expertise. The aim was to understand what it really means for an athlete to participate in the Olympic or Paralympic Games.
In other fashion news, check out Maisie William’s new clothing collaboration.
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