© pauw - redefining street style
an amsterdam-based family-owned design and retail business that spans more than five decades, pauw initially became the preferred one-stop shop of ladies who lunch. sensing a gap in the market, the company began to expand the scope and deploy its expertise on the male equivalent. a dedicated men's store - dubbed pauw mannen [pauw men] - was established in the dutch capital that would predominantly carry high-end formalwear and a matching range of assorted products. although the store sparsely stocked leisurewear, it never was a defining element of the store concept and it would require a setting of its own as a credible retail showcase. the result is the newly opened pauw mannen luxury denim store. located a stone's throw away, the store obviously is conceptualized along pauw's signature retail guidelines and similar to other pauw stores, the interior has a fairly neutral look and is framed by pristine white walls, parquet flooring and panelling in glossed-over prussian blue.
the launch of pauw mannen luxury denim marks the retailer's move into a new segment, one that's made up of a younger and more streetwise demographic, and the merchandise has been sourced accordingly. nevertheless, it's a mix and match with of top quality, captured by brands and items that are decidedly high-end as to emphasize the store's niche approach. as the name already implies, denim is the corner stone of the offerings here, featuring premium brands such as denham, edwin japan and adriano goldschmied. the jeans come in a variety of styles and sophisticated washings, and are paired with a well-edited selection of trophy items. these include aspesi jackets, outerwear by arc'teryx veilance, filling pieces sneakers, and a selection of watches, eyewear and grooming products. location: van baerlestraat 66 [zuid].
© pauw - what would you pick?