Elevating Denim with Arts University Plymouth
National Denim Day offers a moment to celebrate one of fashion’s most enduring fabrics. Always versatile, democratic, and constantly evolving. At Clements + Church, however, denim is being redefined. Not just seen as a casual staple alone, but as a refined, custom-made garment that sits confidently within the world of luxury tailoring.
This vision was brought into sharp focus through a recent collaboration with BA (Hons) Fashion Media & Marketing students at Arts University Plymouth. Set as a live industry brief, students were challenged to rethink how Clements+Church’s existing Custom Denim offering could be repositioned as a signature product, all without compromising our brand’s hallmark values of discretion, craftsmanship, and prestige.
The task was not simply to “market denim,” but to answer a more nuanced question: how does a modern tailoring house elevate casualwear while remaining unmistakably true to its identity?
Over six months, students immersed themselves in the philosophy of Clements + Church—what the brand defines as “Liberated Luxury.” This concept underpinned every proposal, encouraging ideas that felt personal, empowering, and elevated rather than overt or mass-market. The challenge lay in increasing awareness of the Custom Denim offering while preserving its exclusivity—an inherent tension within luxury branding.
The project progressed through multiple stages, beginning with initial concept development from 26 students, followed by a refined shortlist, and culminating in a final group of six finalists. Each brought forward a distinct creative platform, exploring everything from experiential launches to digital storytelling and in-store engagement. What united the strongest ideas was a clear understanding that desirability in luxury is not created through volume, but through experience.
Central to many proposals was the idea of positioning denim not as a departure from tailoring, but as its natural extension. Custom denim, when cut with the same precision as a suit, becomes something altogether different—an everyday garment elevated through fit, fabric, and personalisation. It reflects the evolving wardrobe of the modern client, where formality and informality coexist seamlessly.
Equally important was the customer journey. Students were tasked with thinking beyond awareness, considering how a campaign translates into a consultation, and ultimately into a long-term client relationship. This required not only creativity, but commercial understanding—ensuring that each idea could realistically drive engagement and conversion.
'We always love to hear ideas from new voices and the chance to work with Arts University Plymouth was a great chance to do just that, we saw some incredible work from a really talented group of young people and we can’t wait to see more from all of them’
Mark
CEO
The final presentations demonstrated a thoughtful balance of brand alignment, originality, and strategic clarity. They highlighted the importance of channel selection, visual identity, and narrative cohesion in building a luxury proposition that feels both contemporary and timeless.
As we mark National Denim Day, this project serves as a reminder that denim’s relevance lies in its ability to adapt. At Clements + Church, that evolution is rooted in craftsmanship—transforming a familiar fabric into something deeply personal and quietly luxurious.
The outcome of the project will see one winning student receive a pair of custom-made denim trousers and an internship with the brand. Yet beyond the prize, the true value lies in the exchange of ideas—where emerging talent meets established expertise, and where the future of luxury casualwear begins to take shape.
