amsterdam: good genes store opening

© good genes - a new style emporium in the planet's denim capital

newly established good genes stands for classic style with premium denim pieces as a solid base. the fashion brand has bowed its first store in amsterdam's lively de pijp neighbourhood, reaffirming the city's stature as the planet's denim capital. housed in two adjacent 19th-century buildings with an industrial past, many of the original elements have been retained and mixed and macthed with contemporary d.i.y. elements and carefully sourced vintage furnishings and props. as denim is a staple in good genes' offerings, a significant section of the store has been dedicated to this product by way of a denim wall and a series of work benches that display the product range for a more tactile inspection. an eyecatching antique glass cabinet is positioned smack in the middle of the store and signals the domain of the brand's dressy apparel. behind the retail space, shielded by a bare brick wall with two glazed passageways, both a showroom and workshop dotted with ingenious machinery are situated.

the decorum there is quite similar - albeit somewhat softened by an abundance of potted plants - and adds up to a coherent look. the good genes store currently carries its aptly named collection zero for the coming season, featuring four sophisticated jeans styles. these come with selvedge side seams and are delivered in a virgin cloth, dry for men and wet with a light silicone wash for women, or with a worn-in look ranging from one to fourteen years of wear 'n tear. the tailored apparel range includes slim-cut two-button men's suits in different fabrics and a cashmere suit jacket. women can choose from a classic black wool car coat while for men a mobster-style camel cashmere coat is available. the offerings are supplemented by dress shirts, sweaters, cardigans and tees. location: albert cuypstraat 33-35 [de pijp].

© good genes - retail space and showroom [top to bottom]