The Turkish jeans label presented their Denim Kitchen Store concept for the first time at the most recent Bread & Butter in Berlin. And at the beginning of November the first permanent Mavi Denim Kitchen Store just opened in Frankfurt am Main, as a shop-in-shop in the boutique section of the Peek & Cloppenburg branch on the Frankfurter Zeil.
Inside, it looks like a cosy kitchen: plenty of wood, woven baskets, cooking spoons and wooden boxes full of studs, buttons and spools of thread. Mediterranean accessories allude to the origins of the label. According to the marketing manager Manuel Gomez, the idea behind the Denim Kitchen concept came from the fact that Mavi is continuously reinventing its jeans, spicing up and customizing them, with unusual washes, indigo tones and handicraft techniques.
In 2012 the topic Denim Kitchen will gain even more momentum and Mavi's own retail stores as well as further shop-in-shops will be designed according to the concept.
