On the Keizersgracht in Amsterdam, in a former church, is the design studio and beating heart of the Dutch heritage brand Scotch & Soda. The atmosphere within these walls reflects the core identity of the brand: an ode to the Amsterdam free spirit, playfulness and authentic craftsmanship. After the turbulence of bankruptcy in early 2023, Scotch & Soda is now in the process of renewing both its design and commercial strategy under the leadership of Chief Product & Merchandising Officer Eran Kaïm, with the support of Bluestar Alliance Group of New York.
FashionUnited had the opportunity to visit Scotch & Soda’s design studio and spoke with Kaïm about the brand’s vision on design and the future.
From Scotch & Soda designstudio
The design studio is an oasis of creativity; the high ceilings and architecture of the former church provide space for endless mood boards, which can be found in every corner, and archive designs that form the basis of the current collections. The open nature of the office is the driving force behind the collaborative creative process at Scotch & Soda, where people from different departments, such as design, product development, trims and graphic design, work closely together. The marketing and merchandising teams are located on the ground floor. All processes are transparent, which encourages feedback and inspiration—something Kaïm is determined to continue to foster.
How streamlined collections revive Scotch & Soda’s legacy
An important part of the brand’s strategy is the shift towards streamlined collections. Previously, Scotch & Soda’s extensive offering led to inefficiencies and a higher environmental impact due to overproduction. Now, under Kaïm’s leadership, the brand is embracing a “less is more” approach, where collections are smaller and each piece reflects the brand’s identity and heritage. One designer commented: “Lack of inspiration doesn’t last long here at Scotch. You just have to look through our archive and the ideas will come.”
The power of local inspiration
Scotch & Soda’s design philosophy combines classic and contemporary, offering unexpected details and bold combinations of colour, print and texture. The freedom Scotch & Soda designers are given is important to Kaïm, who says: “Our designers have the freedom to determine the essence of each collection. For example, they know we need a bomber jacket, but the interpretation—whether it bold prints or subtle details—it’s entirely up to them.” Kaïm explains that the starting point for the collections often comes from unexpected places, as can be seen with the autumn 2024 collection, “Free Your Mind”, where the design team drew inspiration from the Embassy of the Free Mind, an institute and library across the street. of the canal. The institute is strongly connected to Amsterdam’s history of tolerance and freedom of expression. By using images, texts, artworks and details from the Embassy, Scotch & Soda celebrates the free spirit of Amsterdam.
As the first line after the takeover, the “Free Your Mind” collection set the tone for future seasons. The following collections draw similar inspiration from Amsterdam’s urban landscape and combine cultural references from New York and San Francisco—in recognition of the acquisition by New York’s Bluestar Alliance Group. This fusion of influences is evident in seasonal themes such as Pre-Spring 2025’s “New Amsterdam City,” which explores the architecture and cultural connections between the cities.
The brand returns to its heritage by offering a strong core range of products such as chinos, denim and shirts—pieces that contributed to the brand’s early success. The pricing strategy has been adjusted, repositioning Scotch & Soda as an entry-level premium brand. This shift is intended to reconnect with the brand’s loyal customer base while remaining accessible to new markets. Kaïm’s role here goes beyond product development: he oversees the creative and operational teams that play a crucial role in shaping the brand’s direction. “Our goal is to create collections that stay true to the brand’s DNA while making them relevant to today’s market.”
Reshaping the future
Scotch & Soda’s design philosophy revolves around creativity, authenticity and attention to detail. By embracing this philosophy while strategically refining its product offering and pricing strategy, the brand not only maintains its identity, but also lays the foundation for a successful comeback. As Kaïm optimistically concludes: “We are back on track and our future looks positive. By staying true to our core and continuing to push creative boundaries, we believe Scotch & Soda has a unique place in the fashion world.”
Source: fashionunited.nl
