Most striking feature:
Finally I had the chance to take a close look at the new Tenue de Nîmes store on the Haarlemmerstraat. With their first store on the Elandsgracht they managed to be one of the most progressive denim stores in Europe. Apart from a wall full of jeans, they also launched a lot of limited edition products. Like this denim umbrella (collab with London Undercover) or the All Stars they designed for Converse (see picture below). So why did they decide to open a new store in Amsterdam? Simple. They grew out of their store. There’s so much denim to show the world. And that’s exactly the target audience: denim lovers from all over the globe. They have visitors from Japan, London, the States: and ofcourse from Amsterdam itself. For the new store Ralph Lauren’s Double RL contacted the guys of Tenue de Nîmes for a shop-in-shop (saves us a ticket to New York, thanks!). In the new interior you recognize similarities with the ‘old’ store, like the denim bar filled with jeans made of wooden beams. Upstairs you will also find the women’s department: I especially liked the knitted jumper of Rag & Bone. Downstairs you will find a collection of clothes for men – topped off with a selection of fantastic magazines. There’s a vintage corner with a collection of jeans from the 60′s, 70′s and 80′s. The service is superb. I really like it when owners of spots take their time to tell passionate stories about their work and the store: and at this new Tenue de Nîmes store you’re on the right address.
Check out: www.tenuedenimes.com
Tags: all stars, Amsterdam, converse, denim, double r l, fashion, haarlemmerstraat, jeans, levi's, magazines, new store, opening 2012, pauline egge, petitepassport.com, rag & bone, ralph lauren rrl, rrl, shop, store, tenue de nimes