Cut From a Different Cloth
We’re not saying denim is having a comeback, because it never left. But every now and then, a store arrives that reminds you what the whole obsession was about in the first place. Tucked into the bustling Cashel Street retail stretch in Christchurch, Selvedge & Stitch isn’t another soulless fashion chain cranking out cotton-poly blends by the container load; it’s a celebration of denim craftsmanship.
This is a premium denim and lifestyle store curating high-quality apparel for those who understand craftsmanship, comfort, and understated cool. Rooted in denim culture but evolved into a broader expression of modern luxury, Selvedge & Stitch brings together world-class brands under one refined, approachable roof. The racks carry elevated basics, thoughtful details, and brands that care about how things are made. The service feels like a trusted conversation, not a sales pitch.
The store’s identity is as sharp as the products it carries. Neutral and denim tones frame the space, with timber, concrete, steel and raw fabric lending it weight and authenticity. The clean, minimal logo features STITCH, the owl, a symbol of wisdom, mystery, and transformation. As the legend goes, STITCH perches above the world, gathering knowledge, appearing only to those at a crossroads of identity. That symbolism threads through every piece in-store. Refinement and rawness. Modernity and tradition. Talon-sharp edges softened by a craftsman’s touch.
Behind Selvedge & Stitch is The Nevada Company, a Christchurch-based institution that has been setting its own pace in New Zealand’s premium fashion and sportswear market since 1978. While others chased the next big thing, Nevada quietly built a reputation for bringing in brands with depth, durability, and a sense of individuality. Selvedge & Stitch is the latest evolution of that philosophy, a physical space for the kind of clothing that doesn’t just look good on day one, but earns its place in your life.
Central to that is selvedge denim. The name comes from the “self-edge”, the tightly woven, finished edge produced on traditional shuttle looms. It doesn’t fray, it doesn’t fall apart, and it carries a signature stripe, often in red or white, that marks it as the real thing. It’s tougher, slower to make, and it wears in rather than wears out. Over time it softens, fades in all the right places, and becomes uniquely yours. No two pairs tell the same story.
Among the store’s curated brands is DENHAM the Jeanmaker, an Amsterdam-born label founded by Jason Denham, whose fixation on scissors, seams and precision cutting has made him one of denim’s true craftsmen. But here, DENHAM is part of a larger conversation. Selvedge & Stitch is the headline. It’s abouta connection, culture, quality, and timeless style.
Selvedge & Stitch is more than a store. It’s a society for those who care about detail hidden like secrets, for sharp eyes and silent thoughts, for dreamers, midnight makers, rebels, and romantics. It’s retail as it should be: timeless, confident, and built to last. It’s also bringing its own secret society and more to come soon.
In a noisy world of fast fashion and faster cycles, Selvedge & Stitch is a reset. Backed by decades of experience and a clear design philosophy, this is what happens when a company like Nevada builds something for the long haul.
Selvedge & Stitch
172 Cashel Street, Christchurch Central
