MEET THE STORE #6: Denoism for Lokalheroz, Rottterdam (NL)

Today the 6th episode of the topic Meet the Store. This topic Meet the Store shows you the best (denim) stores. The stores you need to know to find the right pair of jeans, the most durable boots, an outstanding jacket or your new favorite item.

This sixth edition of Meet the Store is with an unique and special retail concept as they’re selling clothes, but they also have a cafe and restaurant in their store. Thanks Joël for sharing the DENOISM FOR LOKALHEROZ story in the 6th episode of Meet the Store!


denoism longjohn

denoism longjohn

The DENOISM FOR LOKALHEROZ store crew. Joël Ferdinandus on the left.

  • Name: Joël Ferdinandus
  • Living in village & country: Rotterdam, The Netherlands
  • Age: 44 years
  • Instagram ID of the store: @denoismforlokalheroz
  • Number of Instagram followers of the store: 2.041 followers
  • Website:
  • Daily work: Co-owner of DENOISM FOR LOKALHEROZ

Can you introduce yourself (who are you and what are you doing):

My name is Joël Ferdinandus and I’m co-owner of DENOISM FOR LOKALHEROZ. You can call us the keepers of cool. We provide the Rotterdam community of modernday gentlemen a complete wardrobe. The basic essential element in our opinion for every selfrespecting 21st century Esquire is a good pair of jeans. You can combine it with almost everything and if you buy the right one it can last a life time.

We have a 360 degrees concept where you can buy everything from your new pair of favorite japanese denim to an iconic English field jacket. Or even a Okonomiyaki pancake. Say what? Yes an Okonomiyaki pancake made by the black belt team from Michelin Star chef Francois Geurds. We work together with him in our cafe/restaurant which is located in the front of our store.

denoism longjohn

denoism longjohn


What kind of store is Denoism:

It’s what we call an all-inclusieve store.

Can you tell a little bit about the history of Denoism:

The store started almost 2 years ago as a denim atelier. A denim atelier where you can create your custom made denim from the best of the best denim qualities from all over the world. Nowadays it’s developed into a clubhouse for the local heroes from Rotterdam where you can constantly discover the latest musthaves and exclusive brands. We share our same passion for the good things in life with our fellow caballeros.

denoism longjohn

denoism longjohn

 The clubhouse for the local heroes from Rotterdam.

What are the core/most popular products at Denoism:

Denim, shirts and suits.

What are the most popular brands at Denoism:

Private White, Livid, Denim.lab, Red Wing Shoes, Denham and Tiger of Sweden.


What’s the most popular denim brand and fit at Denoism:

The slim fit from our friend Sander van der Vecht, owner of Denim.Lab.

denimlab longjohn


Are there new brands added to the Denoism collection:

Next season we will start to stock Don the Fuller and Crossley.

What’s the most iconic item available at Denoism:

A made in Japan olive green duffle bag. It’s made in Japan by Porter and Yoshida & company.

Olive green duffle bag by Porter and Yoshida & company.

What’s your personal favorite denim brand(s):

There’re a lot since we’re living in the 21st century. When I was a teenager, and in my early twenties, I really liked the designs from Pierre Morisset. He was the head designer for G-star Raw. Ten years ago I became a huge fan of Jason Denham since I was selling his brand in my old store LokalHeroz. The Virgin Grader from 2008 I used to sell in my old store LokalHeroz is still my favorite. Everytime I wear it people ask me what kind of model it is. I think I repaired it for at least more than 30 times now, and trust me this one will live forever.

Currently I’m also on a quest to find my new favorite brand. I really like what the Harlem based designer Maxime Cossoguy is doing. His jeans makes me feel confident and sexy when I wear it.

Where is your inspiration coming from as co-owner of Denoism:

I like to mix styles and love to translate the old school styles to the present time. Musicians from Lenny KravitzDavid Bowie to Isaac Hayes to Chet Baker4hero and Roni Size. I appreciated it all. The same thing with style, the streets of Rotterdam and the eclectic mix of people who live here are giving so much inspiration.

What’s your personal favorite denim brand and fit:

I like it slim. My slim fit from Denim.Lab is my latest personal project.

What’s your favorite denim city:

I have to say that’s our capital Amsterdam, we Dutchies rule the game.

Can you show the most crazy faded jeans from the Denoism hall of fades:

denoism longjohn

Joël Ferdinandus is showing his favorite worn-out Denham jeans. On the left is Fabian Hemesath, Dutch representative of the brand.

What can we expect in the future of Denoism:         

We’re constantly evolving, in the near future I might be able to share more about the big revolution we’re working on behind the scenes. Next to that I hope that there will be a market for local shops, designers and personalised denims in the future. We all can help starting the revolution and buy more local brands at your local denim supllier!

Read also the previous editions of Meet the Store;

Oeben’s Mercantile in Utrecht (NL): here.

Concrete Matter in Amsterdam (NL): here.

Red Wing Shoes in Amsterdam (NL): here.

Cultizm (online store): here.

Black & Blue in Nijmegen (NL): here.

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.