as in many dynamic cities, specific neighbourhoods are continuously on the move. the latter can certainly be said of oud west, an increasingly gentrified area of amsterdam with a fourishing retail and hospitality infrastructure that not appeals to a hipster audience from across town, but even from beyond the city limits. one of the recent openings of late that caters to such a demographic is afura. following an online presence and a number of pop-up installations in town to test the water, co-founders victor ter hark and len koster found an ideal location in oud west to establish their first permanent outpost.
the afura store occupies a ground floor unit of a red brick building from 1900, and features a whitewashed interior that contrasts beautifully with the pitch black lower façade. furnishings are few and simple, and comprise of sturdy wooden displays and shelving, and a suspended clothing rack showcases the coveted range of apparel items. adding a warm shimmer to the setting, is a chunky sales counter entirely clad in brass. the new afura store stocks a curated range of men's apparel, accessories and shoes, and the brand list currently includes coveted names such as harmony, daily paper, soulland, filling pieces and stutterheim. location: jan pieter heijestraat 164 [oud west].