Selfridges Reveal Denim Studio

Selfridges is about to launch their The Denim Studio, a new space in the store that is being called the biggest denim destination in the world. Selfridges is aiming to raise the bar when it comes to offering a wide range in labels, from J Brand to Primark. And that's not all. There will be services like on-the-spot alterations, personal shopping, and self-operated tills.

Selfridges has invested 6 million pounds ($9.1 million), to set up the The Denim Studio, which is 26,000-square-foot and resides in the former children's department.

The Denim Studio will carry 100 brands and also include boutiques for J Brand, the label's first; Primark; COS; American Apparel, and the British activewear retailer Sweaty Betty.

"We want to be the worldwide destination for denim," said Sebastian Manes, the store's buying and merchandising director, during a walkthrough of the space, which will also carry labels like Hudson, Citizens of Humanity and Paige.

"Everyone - every age group - wears denim, whatever their style. It's democratic. It appeals to locals and tourists," he said, adding that a dedicated men's denim space will open next year.

About 65% of the section will be strictly denim - with 11,000 pairs on display - while the rest of the merchandise will be staples such as jersey, knitwear and athleticwear from brands like Rick Owens' Dark Shadow and Adidas by Stella McCartney.

There will be a big launch party on June 20 at the Selfridges hotel, with photographer Tom Craig on hand to capture the guests throughout the night.