Belgian denim label Eat Dust wasn’t planning on opening an extra store, but recently it settled in Amsterdam. It’s the brand’s second international store, next to its home base in Antwerp. FashionUnited asked how it came to this and what else is on the agenda.
Eat Dust is crossing the Dutch border. Why is this the right time to open a store in the Netherlands?
We had been looking for places in Amsterdam for a few years, but there was nothing that really appealed to us. After the opening in Paris last year, we weren’t immediately looking for something in Amsterdam anymore. Until Rob (Harmsen, one of the co-founders, ed.) came back from a trade fair in New York and heard from a friend that her friends had a place for rent. We decided to take a look anyway, despite the fact that we had agreed not to open any stores in 2024. From the moment we walked in, we were immediately convinced that this was the perfect store for us, and the location couldn’t be better. So there went our plan.
Can you tell us more about the interior of the Amsterdam store? What will be the central look and are there any special elements?
Just like in our stores in Antwerp and Paris, we wanted to show our love for Japan. The black painted woodwork (inspired by the Shou Sugi Ban technique) and the sisal floor covering in the lower space are good examples of this. Above all, we wanted to create a place that radiates space and tranquility. The high ceilings help with this, and we deliberately chose furniture with organic, calm shapes, without bombast, understated and functional. Sanding the floors to restore the original wood color also fits into this framework. This, in combination with the use of mainly white and black as colors – a nod to what we, as Belgians, think is typically Amsterdam – creates a harmonious, serene whole in which our collections and the selection of accessories and objects that we offer come into their own.
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What feeling do you feel when you walk away from a store with a visitor?
Hopefully with a good and relaxed feeling. We don’t like to push people to a sale; if you buy something, it’s because you are 100% convinced of it yourself.
Will there also be elements of the East Dust record label in Amsterdam?
The records we release on our label can of course also be found in the shop in Amsterdam, next to other vinyl.
Not long ago, a store was also opened in Paris. How is it going there?
Last year, and it’s doing well. We are of course a bit better known in the Netherlands than in France, but we are quietly growing every season. Just like in Antwerp and Amsterdam, we are not in a prime location there, but in a super nice neighborhood between République and Canal Saint-Martin. There you can still find the local bakery, flower shop, and restaurant and bar, a bit like in Antwerp and Paris. More businesses are opening now, which is of course fantastic, so the neighborhood is evolving enormously.
How is Eat Dust doing in general? How have the last few years been?
Eat Dust and Girls of Dust are doing well. We keep growing and doing everything our own way and in the way that feels right for us. It has been a busy few years, because we are still a very small team, so it can be quite intense for everyone. Especially the opening of the stores in Paris and Amsterdam was intense, because they were not included in a business plan. Usually something like this comes our way and then we jump in at the deep end. Fortunately, everyone is with us 110 percent.
Are there any other future plans we should know about?
For now, nothing is planned. We want to try to bring some rest and catch our breath, make good collections and take care of deliveries. We want to make sure that all three stores are running well and that everyone is satisfied.
Source: fashionunited.nl
