05 Aug. 2011

AMSTERDAMS BLAUW OPENS FIRST STORE

Dutch label Scotch & Soda has opened the worldwide first Amsterdams Blauw denim-only store in Amsterdam. The store that is located at Berenstraat in the Jordaan area in Amsterdam houses the complete Amsterdams Blauw denim collection for men and women. Matching the vibe of its neighbourhood, the store with 85sqm is designed to be not just a shop, but something like a denim-deli where you escape the hectic shopping experience and take it slow. The store is set in a monumental Amsterdam building with a historical wooden façade, painted head-to-toe in Amsterdams Blauw’s blue signature color. The interior is fresh and white, with rich materials like hand-made tiles, an antique wooden castle floor, brick walls, historic ornamented ceilings and all custom-made cabinets.

Amsterdams Blauw is Scotch & Soda’s ambitious young denim project that draws inspiration from American and Japanese denim aesthetics with a fresh twist. After having successfully launched the first men’s denim collection for s/s 2011, Scotch & Soda now holds Amsterdams Blauw collections for women, boys and girls. Scotch & Soda currently holds over 30 own retail stores worldwide, more than 7,000 POS and a fast-growing online store.