amsterdam: serfontaine shop-in-shop opening

premium denim brand serfontaine has just launched a shop-in-shop at the centre neuf boutique in amsterdam's canal district. in check with the brand's minimalist aesthetics, a sleek custom-made storage drawer has been designed to present the trophy denim cross-weave jeans with multi-direction stretch. the shop-in-shop carries most of the brand's s/s 2011 collection and will feature next season's designs from next june. location: utrechtsestraat 139 [centrum]. © serfontaine - the focal point of the serfontaine shop-in-shop is this sleek custom-made display