The Denim Studio, spread over 26,000sqft., the first and largest space of its kind for denim officially opened on June 6 in Selfridges on Oxford Street.

The space, larger than two Olympic swimming pools, has been conceived to address the specific need of helping women find the perfect denim fit.

The launch of The Denim Sudio also proves that the denim market – which went into decline in the late 1990’s and well-into 2000’s, is set to bounce back for good.

The healthy increase in sales in the denim category at Selfridges over the past four years, of more than 50%, prompted the store to launch an expansion plan two years ago, which has led to the opening of the Denim Studio with an investment well in excess of £6M.

The space is five times bigger than the previous denim department, with double the number of brands. Selfridges forecasts that it will now be selling at nearly two pairs of jeans every minute during its daily trading hours.

With over 11,000 pairs of jeans available, the Denim Studio offers the largest selection of denim styles under one roof with services created specifically to make the search for the perfect jeans the easiest and most pleasurable experience ever. Every brand housed in the Denim Studio has been asked by Selfridges to create world exclusive pieces to celebrate the opening of this pioneering new retail environment.

The product selection includes J Brand, Hudson Jeans, Stella McCartney and Victoria Beckham Denim, the denim stalwarts such as Lee and Levi’s and emerging labels such as 3×1, Black Denim and Kill City, the Denim Studio will introduce the most dynamic specialist denim services ever.

From a denim self-service checkout for customers in a hurry, to the Fit Studio, which consists of 18 ‘total vision’ fitting rooms and the first denim dedicated Personal Shopping suite with stylists on hand for expert advice, the services extend also to a Denim Tailor, offering alterations done within a guaranteed two-hour period.

The Denim Studio also has an advanced digital service called the Jeanius Bar, where customers can obtain relevant style information, expert advice and thousands of visuals available from a giant touch-screen electronic tablet. The Jeanius Bar doubles up as a social space where women are encouraged to share, interact and enjoy the shopping experience with other women, within and outside the store.

The Denim Studio is above all a testimony of the absolute resilience and timelessness of what is widely considered the most iconic and democratic style in the history of fashion.