Denham the Jeanmaker: New Authentics

A deep dive into authentic lives by those who define it.

A deep dive into authentic lives by those who define it.

We reveal an evocative new DENHAM campaign directed by Marinus Groothof.

In a world saturated with facades and fleeting trends, We are Duffree, a renowned cultural content production company, has teamed up with DENHAM the Jeanmaker a global denim brand with apassion for details and truth, to craft an intimate lens on authenticity. Titled "New Authentics", the campaign consists of portraits that draw attention to those who boldly live their truth.

The series uncovers personal journeys that resonate with today's zeitgeist. The spotlight in this first iteration is on Jean-Sebastien Pougnand, who left behind the high-paced, shimmering life of fashion for the solace and honesty of the meadows –channelling his modelling income into his wild horse riding dream.

"Spending time with Jean Sebastien and seeing the world through his eyes has been inspirational. This experience aligns seamlessly with our ethos of carving narratives that echo individuality and cultural relevance. Through crafting stories that resonate deeply, We are Duffree stands as a beacon of authenticity in content creation."
- Marinus Groothof (Director)

Raised between the diverse cultures of Gabon and France, Jean-Sebastien's fascination with horses was nurtured on his family's Cognac farm. By twelve, he was not only riding daily but also leading tours. A self-learner, he absorbed equestrian literature, and with minimal mentorship from a local stable expert, honed his competitive riding skills – even jesting that he speaks 'horse'. Jean's move to London for a year-long study became a thirteen-year adventure after a chance scouting at a boutique thrust him into the modelling world, filled with globetrotting and glitzy events.

DENHAM's New Authentics are a tribute to authenticity and traditional denim craftsmanship. The collection of jeans features classic details, including the brand’s signature single-stitch belt loops, copper rivets, brown leather patches, and scissors embroidery. Inspired by pieces from the DENHAM Archive, they also replicate real, worn-in patterns that come together with innovative, aged washes. A unique canvas for the stories of individuals who wear them, like Jean-Sebastien’s, these jeans age beautifully over time and will reflect a wearer’s experiences, with each fade or crease.

The "New Authentics" campaign, resonates with everyone seeking genuine experiences and lives –urging everyone to discover and embrace their authenticity.