Since its inception in 2008, multi-brand depository Tenue de Nîmes has made its mark on Amsterdam‘s retail scene, and specifically the denim segment, with a tightly curated range of offerings. Co-founder Menno van Meurs, who has run the business single-handedly since 2018, has always had a keen eye for quality, and given his increased environmental awareness and that of his clientele, he launched his own brand Tenue. four years ago. Taking operations to a new level, and also putting Tenue. much more front and centre along the way, is a newly opened standalone store in the city’s Canal District. The retail space occupies approx. 63 sqm. (678 sq.ft.) spread over three levels on the ground floor of a 1980s residential building along Utrechtsestraat, a shopping artery known for its quirky mix of retail and hospitality establishments. The interior design, created in-house, is an extrapolation from Tenue de Nîmes retail design codes, featuring a backdrop of whitewashed walls, sturdy wooden beams as shelving, and polished concrete flooring.
A robust sales counter sits in the middle of the retail space and connects to a staircase to the mezzanine level where the use of timber peaks, cladding both the back wall and floor. The concise basement section is home to fitting rooms and a gallery space, aptly called Project Basement, where a rotation of collaborative items are showcased. Currently on display is a 1990s-inspired capsule collection of body warmers and puffer jackets designed with American brand Holubar. The new Tenue. store primarily stocks its own collections of men’s and women’s denim pieces made from organic and/or recycled cotton and other garments, all ethically manufactured and with sustainability in mind. Additionally, the offerings are supplemented by a matching assortment of trophies, such as Porter bags and beanies by Le Bonnet. And that’s not all. Aligned with the company’s sustainable principles, the Tenue. store also offers a free repair and recycle service.
Tenue.
Utrechtsestraat 103 (Centrum)
1017VK Amsterdam
Telephone: +31 6 84469866
Mon 12pm-7pm
Tue-Fri 11am-7pm
Sat 10am-6pm
Sun 12pm-6pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
