Extreme cashmere opens its first shop in Amsterdam.
The Dutch cashmire label Extreme Cashmere often matters things a little differently. For example, the brand produces clothing in just one size that should fit everyone and does not participate in seasons.
This week the brand opened its first shop on the domestic market, “turned the traditional shop concept upside down,” said Saskia Dijkstra, owner of extreme cashmere, in a press release. “For me, shopping of the future looks like this – more than one business, it is an experience. This is a business for the future.” The shop was designed in cooperation with the designer Hidde Dijkstra, the founder’s nephew.
Business for the future
“Window Shopping” is not possible with extreme cashmere. There are no products from the outside. Only in the back of the store can you find clothes. “In contrast to traditional shops, clothing racks are deliberately placed outside the field of vision of the street in order to increase the feeling of discovery,” says Amsterdam.
The Kashmirliebhant first go through a soft, warm space that resembles a living room rather than a shop. “We wanted to create a place where visitors feel at home – as if they were entering a luxurious apartment instead of a business,” explains founder Dijkstra.
‘A balance between shape and function, structure and softness’
The non-traditional sales room consists of three main areas: the entrance lounge with bar and art, a seating area and a room-hidden, at the very back of the shop-with a changing room in the style of a walk-in wardrobe.
The central display, which fulfills several functions, is striking. It is a shop window, a meeting point, a kitchen island and a dry station. The location “promotes the interaction between customers: inside and employees: inside of extreme cashmere”, according to the press release.
The store combines modern industrial elements with rich, tactile materials: stainless steel next to lush carpets, simple surfaces compared to soft textures – a reflection of the brand approach in the area of knitting goods: a balance between shape and function, structure and softness.
Extreme cashmere in Amsterdam: a business for people who want to take the time
Extreme cashmere flagship store is intimate and experience -oriented. The business contains a gallery wall with books, magazines and art. “We designed this room for our community – for people who take the time, feel the fabrics and want to understand the craft,” adds Dijkstra.
The store is not just a place for shopping, but a goal that is supposed to slow down the purchase process and deepen the relationship with the brand.
Extreme cashmere was founded in 2016 by Saskia Dijkstra. The luxury brand is known for its seasonless, gender-neutral and unisize cashmother. Before the recently opened branch in Amsterdam, the brand opened a store in St. Moritz together with the German fashion dealer. She also organized pop-up event in New York City and Seoul.
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