Jason Denham is a big street art fan and collector since many years. His collection includes Piet Parra – Zevs – Ben Eine – Anthony Burrill – Cash for your Warhol – Skulljan – Medicom toys and Laser 3.14. and many others. Jason first connected with Laser 3.14 a decade ago when he opened his first DENHAM stores in Amsterdam & Japan and used Laser 3.14 prints to decorate his stores. DENHAM first collaborated with Laser 3.14 in 2013 for the 5 years anniversary where Laser 3.14 painted DENHAMS iconic slogan “THE TRUTH IS IN THE DETAILS”. It’s exciting to reconnect again with Laser 3.14 and our message in 2020 is “ AIM HIGH “. DENHAM adopted this message in previous collaborations with The ACF and wanted to bring it back. It’s very Laser 3.14 and very DENHAM. 

The Laser 3.14 AIM HIGH artwork will be on show amongst his recent collection of works at the new WHITE LABEL DENHAM STORE, Runstraat 17, Amsterdam.

We had a delight to speak with both Jason and Laser 3.14 about their new collaboration.

How did the collaborative process begin? In other words how did the collaboration of the collection begin?

This collaboration is our second with Laser, the first was in 2013 to celebrate our 5 years anniversary. We have always stayed connected and decided to join together again as part of our running art series, we have recently worked with Medicom, Ben Eine and Laser was the perfect follow up.

When did Jason and Laser 3.14 first meet and connect?

I’ve been a big Laser fan for a long time. I started buying his works in 2009 and they are scattered all over my home , the studio and our stores. I purchased my first pieces from a friend called Mark Chalmers who owns a gallery called  The Garage Amsterdam. I finally met Laser during this collaboration.

When did you both first collaborate and on what project?

In 2013 and It was called “THE TRUTH IS IN THE DETAILS” & “WORSHIP TRADITION – DESTROY CONVENTION”, we followed the DENHAM signature and design mantra. It was a simple tee shirt project.

What is the message of the new collaboration?

We have two messages, “AMSTERDAM FOREVER” & “AIM HIGH”, we are very proud to be a Dutch brand and very proud to support Amsterdam. We are lucky to be based in such an amazing, creative, cultured and artistic city. “AIM HIGH” – we do our best everyday.

Where will the new artwork be presented?

It’s in our stores and online. We have 5 stores in Amsterdam that will showcase this, it will also be profiled in Japan, next to “TOKYO FOREVER”, we are an East meets west brand with two capitals, Amsterdam and Tokyo.

How did the collaborative process begin? In other words how did the collaboration of the collection begin?

Denham and I share common values that serve as a foundation for the way we both work, me as an artist, and Denham as a brand. This collaboration was born out of a mutual connection in our aspirations to have a critical sense in what we do, and also ‘where’ this criticality came from. Amsterdam is a place that has inspired many, including Denham and myself, to reach for the best version of ourselves and everything we do creatively. That’s why the tags “Aim High” and “Amsterdam Forever” represent us both in this collection.

When did Jason and Laser 3.14 first meet and connect?

I’ve been active in the Amsterdam art sphere for over 30 years, and Jason has always closely followed the art industry here. We connected through our interest in the constant evolution of art as a reflection of our society. 

When did you both first collaborate and on what project?

Denham and I go way back: Jason first approached Mark Chalmers of the Garage Amsterdam, who I’ve been working with for over a decade, for a collaboration with me. This was around 8 years ago, and resulted in 2 limited edition t-shirts in 2016, we came together again to create an exclusive installation in Lane Crawford, Hong Kong.

What is the message of the new collaboration?

The chosen tags pay tribute to places and attitudes. The message is to keep the power of hope and determination alive, both individually and as a society. It’s something that has been important for me to communicate for a while now, and it couldn’t be more relevant at current times. In light of this, proceeds of artwork sales will also be donated to support efforts and projects helping to combat the coronavirus crisis.

Where will the new artwork be presented?

From Thursday, March 19th 2020, the collection merchandise and artworks will be available online, at denhamthejeanmaker.com and laser314.com, as well as Denham stores.

check out the short documentary here: https://vimeo.com/398781677

Timotej Letonja

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