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The Denim Shop Directory I’ve Wanted to Build for Years

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My Guide to the World’s Top Denim Destinations

Back in 2012, when I started working at Brund in Copenhagen, I noticed something interesting.

People weren’t just stopping by because they happened to be in the neighbourhood. Many customers made a point of visiting the shop. Some travelled from elsewhere in Denmark. Some came from abroad. If you were visiting Copenhagen and cared about raw denim, Brund was on the itinerary—and if anything, that’s even more true today.

I realised the same thing was happening all over the world.

Whether it’s Hinoya in Tokyo, Self Edge in San Francisco, or VMC in Zurich, some shops are destinations. They’re places denim enthusiasts seek out because of the brands they carry, the knowledge they share, and the communities they’ve built.

That’s what inspired this new series of guides to the best raw denim shops.

It’s a map of the denim destinations that have shaped this niche—from legendary shops-turned-institutions to independent retailers that have become cornerstones of their local communities. At launch, the guides cover more than 120 shops across North America, Europe, and Asia-Pacific.

Why Build a Guide Like This?

The main purpose of Denimhunters has always been to help you make better buying decisions when it comes to raw denim and well-made menswear.

Throughout the site, you’ll find guides, reviews, comparisons, buying advice, and recommendations to help you understand what you’re looking at and whether it’s right for you.

But once you’ve decided which jeans, jacket, or brand you want, another question quickly follows: Where do you actually buy it?

If you’ve spent time on the site, you’ve probably noticed links to retailers throughout articles and guides. When you click one of those links and make a purchase, Denimhunters may earn a commission. That’s one of the ways the site is funded today, and what I mean when I say that “Denimhunters is reader-supported”.

But we only work directly with a handful of the brands we feature. Most of them—from Fullcount and TCB to Samurai, Warehouse, and many others—are represented through specialist retailers instead.

How These Guides Are Different

It was obvious from the beginning that these guides wouldn’t be very useful if they only included shops we work with. That’s why they include every retailer I feel deserves a place on the list.

Many of the shops featured are places I’ve visited myself. Others I’ve known about for years through the denim community. Some are run by people I’ve met at trade shows, in stores, at events, or through years of working in this industry.

Just because a shop isn’t currently a commercial partner of Denimhunters doesn’t mean it isn’t worth knowing about. This community is small, and many of these businesses have spent decades helping people discover great products, learn about craftsmanship, and connect with others who share the same interests.

At launch, that means the guides cover more than 120 shops from around the world, but only a fraction of them are affiliate partners of Denimhunters. However, only the shops we work with have direct links, and they’re also highlighted throughout the guides.

Wait, Do You Actually Make Money From This?

Yes. But for years, Denimhunters was a hobby project. When I started the site in 2011, I never imagined it would eventually become part of how I make my living. But

Today, affiliate marketing is one of the ways the business supports itself, and I’m completely comfortable with that. Denimhunters isn’t a non-profit project; it’s an independent media business.

The reason affiliate marketing works here is that it depends entirely on trust. If I start recommending products, brands, or retailers I don’t genuinely believe in, you won’t click—and you might stop coming back.

Start Exploring

Whether you’re looking for your first pair of raw denim, planning a trip, searching for a hard-to-find Japanese brand, or simply curious about the best raw denim shops in the world of denim, these guides are here to help.

The series includes:

I’ve spent more than a decade helping people find better jeans. These guides are my attempt to make it easier to discover the shops, people, and destinations that make this corner of the menswear world worth exploring.

Still Charting the Territory

This guide series is launching after a lot of research, but I can pretty much guarantee I’ve missed some shops.

Some I don’t know yet. Some my research didn’t catch. Some I may simply have forgotten.

So if one of your favourite shops isn’t on the list, tell me—send me a message here. I’d like these guides to keep improving, and I’ll happily add more shops that deserve to be there.

Keep Track of What I’m Working On

Hi, I’m Thomas, founder of Denimhunters. If you liked this article, you should check out the DH Weekly. It’s my weekly column and newsletter that I publish every Friday, with new guides, deals, and things worth paying attention to.

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