FRAME Opens Its First Netherlands Boutique Across Three Levels in Amsterdam
FRAME has opened its first boutique in the Netherlands, bringing its California rooted fashion identity to Amsterdam’s prestigious P.C. Hooftstraat. Located at Pieter Cornelisz Hooftstraat 116, the new store creates a home for the brand’s women’s and men’s collections in a space designed around materiality, craftsmanship and a relaxed, residential atmosphere.
The opening is an important moment for FRAME as it continues to build its direct retail presence across Europe. The Amsterdam boutique is the brand’s first standalone location in the wider Benelux region, giving local customers a dedicated space to discover its denim, tailoring, knitwear, outerwear and accessories in person.
The store has been created in partnership with Flora Byk, the long-term interior design collaborator of FRAME. The Paris-based studio has developed an environment that reflects the brand’s established aesthetic while responding to the character of the Amsterdam location.
Across three levels, the boutique combines European modernism with the…
warmth of a lived-in interior. Light wood, vintage furniture, sculptural forms and carefully selected art pieces create an atmosphere that feels intimate rather than overly formal. The result is a store designed to feel like a place where customers can spend time, not simply move through quickly.
At the heart of the boutique is a sculptural staircase. More than a functional connection between floors, the staircase acts as the central architectural feature of the space. It helps define the flow of the store while bringing a strong visual statement to the interior.
This emphasis on form and material gives the Amsterdam location a distinctive identity. Modernist references appear through clean lines, natural surfaces and restrained use of colour, while softer furnishings and vintage elements keep the space from feeling too minimal or clinical.
The design balances precision with comfort, much like the clothing that FRAME is known for. Founded in Los Angeles in 2012, FRAME initially became recognised for its denim…
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