10 YEAR BOOK INTERVIEW WITH ALI KIRBY, DENHAM ART DIRECTOR

Reflecting on a Decade: Ali Kirby Talks Denham’s 10-Year Book

Creating this book must have been a trip down memory lane. How was the experience?
Absolutely. This project took me deep into the brand’s DNA—ten years of creativity, evolution, and storytelling. In today’s fast-paced, digital world, where content is consumed in seconds, this book was designed to be something you sit with, flip through, and absorb.

I’ve always been a collector, accumulating a decade’s worth of stories, visuals, and archival materials. Curating it all was overwhelming but also incredibly rewarding. It was an opportunity to present Denham’s journey through my eyes—balancing nostalgia with fresh, exclusive content created just for the book.

One of the highlights was collaborating with photographer Rene Mesman. We meticulously suspended each scissor with fish wire, playing with light and shadow to inject personality into an everyday object. The result? A striking still-life series that breathes life into Denham’s iconic scissors.

Tell us about the paper and materials you selected for the book.
I wanted the book to reflect denim’s essence. The natural linen cover, with a slightly lighter warp than weft, echoes the texture of denim fabric.

Explaining this obsession to the printer was an experience! Raw denim starts stiff, with white weft yarns beneath indigo-dyed warp yarns. Over time, the indigo fades, creating unique wear patterns. We mirrored this idea by selecting FSC-certified paper, aligning with our commitment to sustainable production.

We also chose to print the book locally in the Netherlands. After 20 years here, supporting local craftsmanship is important to me—and working nearby made the production process seamless. Incredibly, the book came together in under three months!

How was it working with Mendo on this project?
Mendo’s team was phenomenal. With their expertise in art direction, book design, and retail, they provided sharp, thoughtful feedback without ever dictating the creative direction.

Designing books isn’t my day job, so presenting the finished product at Mendo—a globally respected bookstore—was nerve-wracking. It felt like showing a pair of jeans to Jason Denham himself and hoping for approval! But their reaction was incredible, and having the Mendo name on the cover is a true honor.

What were your main design goals, and what challenges did you face?
The 5-Year Book focused on mechanics—the product, the process, the ideas. With the 10-Year Book, I wanted to capture the emotion of the brand. Jason Denham’s text is supported by a visual narrative spanning a decade of creativity.

One major challenge? Timing. We had to fit production around my wedding, and I worked with four different photographers across Amsterdam, Italy, Tokyo, and Okayama—all before locking in the book’s framework. Each shoot was open-ended, capturing moments and markers that we later wove into the layout. The trick was ensuring consistency across different photography styles while keeping the book’s flow seamless.

Do you have a favorite chapter?
Every chapter has its own identity, keeping the book visually engaging. But if I had to pick, Chapter 9—A Decade of Scissor Graphics—is closest to my heart. It encapsulates my personal journey, exploring our brand’s icon: the scissor.

Scissors are two cold, sharp metal blades. But in the hands of a tailor, a jean maker, or a hairdresser, they create beauty. To create, you must first destroy. Over the years, I’ve played with this idea—fusing scissors with unexpected objects, camouflaging them, even cutting up our own logo. It’s been a creative playground, and seeing other artists contribute through our House Guest Artist series has been inspiring.

The Dancing Scissors photo series also brings this concept to life. Every scissor has a story—different maker’s marks, functions, and origins give them a unique personality. This book is my way of celebrating that.

A decade of Denham in print—a tangible, lasting reflection of the brand’s evolution. This book is more than a retrospective; it’s an invitation to explore the craftsmanship, creativity, and culture behind Denham.