Christian Arkins, Creative Director, McGregor
Christian Arkins, Creative Director, McGregor
 

24 Apr. 2012

TWENTY ONE BY MCGREGOR OPENS VERY FIRST STORE IN AMSTERDAM

Twenty One by McGregor, the denim lifestyle line from American sportswear brand McGregor, opened its first mono-brand store on April 3 in the Netherlands, right in the heart of Amsterdam.
21 by McGregor - Impressions of the Store Opening
The opening of the 110 sqm shop at van Baerlestraat 74 was celebrated with selected press representatives and personalities from the Dutch fashion scene. The store is located in direct proximity to shops by McGregor Fashion Group BV's other labels McGregor and Gaastra and stocks the full Twenty One by McGregor men's and women's collections, stretching over two stories.

The second floor features a customize-corner where customers may design their own shirts out of a variety of McGregor tartan fabrics.
On the 2nd floor, customers may customize their own tartan shirts.
On the 2nd floor, customers may customize their own tartan shirts.

With its interior design, furniture and decorations, the shop strongly hints at McGregor's history of being a classical American college brand and even has some of the original post-war styles from the company archives on display. The store concept was developed by McGregor's Creative Director Christian Arkins and Stefan Bennebroek, Puur Plus Ontwerpers were the executing architects.

Twenty One by McGregor launched its first collection (spring/summer 2012) at Bread & Butter Berlin in July 2011. The line turns towards a slightly younger or more casual customer than the classic McGregor label. Key pieces are vintage-washed shirts, college jackets, biker leather jackets, hooded sweatshirts, rugby dresses, washed chinos and denims - although denim isn't regarded as the most central element of the line, as Arkins explained. "We carry denim because it completes the denim lifestyle that Twenty One stands for but we do not claim to be denim pioneers or try to re-invent jeans." 

Picture from the current 21 by McGregor Campaign.
Picture from the current 21 by McGregor Campaign.
The line, which takes its name from McGregor's founding year, 1921, currently caters to more than 10 countries worldwide with Belgium, Spain, France, Germany and the Netherlands at the forefront. These markets will also become home to a strong Twenty One by McGregor expansion in the future. Jan Paul ten Hoopen, General Manager of McGregor, commented on the upcoming plans for the new line by saying, "We are planning a strong international sales structure, supported by a striking marketing strategy including advertisements, POS material and social media. With Twenty One's new look we want to enlarge our group of customers and reach a new generation of consumers." According to company representatives, no further shop openings have been fixed as of yet. 

Inside of the new store - 21 by McGregor, van Baerlestraat 74, Amsterdam
Inside of the new store - 21 by McGregor, van Baerlestraat 74, Amsterdam


Maria Hunstig

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