Over the past two years, Rails has established itself in the Negen Straatjes, Amsterdam. Founded in the relaxed atmosphere of the Californian coast, Rails is now known worldwide, recently celebrating their 15th anniversary with events in their European stores, welcoming fashion insiders and loyal followers alike. The brand’s journey emphasizes a unique blend of quality craftsmanship, emotional connection and versatility.
FashionUnited spoke with Rails founder and creative director Jeff Abrams in the Amsterdam store about the anniversary, the collections and everything to do with Rails.
A testament to lasting quality and loyalty
Jeff sees passion and nurturing an emotional connection as the core of the brand. He explains how Rails’ commitment to making reliable, quality products has contributed to the brand’s continued success. Rails conquered the fashion industry with the iconic checked shirt, made from a unique Tencel and Rayon blend, which was introduced 15 years ago and still appears in every collection. The brand stays true to its design philosophy to make a lasting impression. Whether it’s the soft fabrics, the subtle coastal aesthetic or the refined, yet relaxed look, Rails products exude an understated elegance that keeps customers returning season after season.
The store in Runstraat feels like an extension of the brand’s identity and brings a touch of the breezy, sunny Californian life (where Jeff comes from) to the Amsterdam canals. Rails’ 15th anniversary will be celebrated with events in stores across the US and Europe, highlighting the brand’s global growth and progress. Over the past 15 years, Rails has evolved from offering standalone items to complete outfits, with collections now including classic jackets, dresses, basics and versatile pieces. Often the same fabrics and silhouettes are offered in different prints and styles, ensuring versatility and broad appeal.
Home from home: Rails’ heritage and local relevance
The Californian atmosphere in the store is palpable, from the cactus garden in the back and the surfboard decor to the selection of light and colorful prints. The LA vibe is complemented by heavier knits, cardigans and outerwear, adapted to the European climate. The store design and collection reflect the brand’s roots, while creating a local connection – a key focus for Rails, which aims to engage communities around the world. Jeff admits he never wore more than a sweater as a winter coat in California, and confirms that adapting Rails to different markets has been crucial. Designing timeless wool coats was a new challenge for the brand, but they were determined to get it right. The result? Elegant, warm jackets that are perfect for foggy European winters.
The brand’s international personalization is reflected in local accents in every store. Rails offers limited edition bags and shirts with the name of the location, from LA and New York to London, Amsterdam, Berlin and Paris. That personal touch continues in both the stores and the collections, with Jeff talking about how he travels from city to city, observes the environment and carefully selects the perfect store location.
Within these international markets, Rails appeals to a broad target group with both women’s and men’s collections, with Jeff stating that the stores focus more on women’s fashion, with plans to open men’s fashion stores. He also explains that Rails caters well to the ‘mother-daughter’ shopping duo, who both find pieces that suit their unique styles, showing how the brand’s product appeals to people of different ages and stages of life.
Global expansion and success in wholesale
With showrooms in LA, New York, London and Antwerp, and sales offices in various regions, the brand has built a strong presence in both wholesale and direct sales. The company divides its activities approximately fifty-fifty between these channels, with its own sales team closely managing the processes – a strategy that ensures that the brand’s core values of quality and passion are safeguarded at every step. Looking ahead, Rails is focused on further expanding its network, with potential new locations in Hamburg, Copenhagen and Australia, where the brand’s Californian aesthetic fits naturally well.
A well-thought-out future
Rails’ growth is deliberate and thoughtful, and the brand does not want to make hasty decisions to stay true to its integrity and further deepen customer relationships. Despite its rapid expansion, Rails remains committed to its mission: creating stylish items that combine elegance with striking details in an accessible way. As the brand continues to grow, it remains grounded in their passion for both the product and the customer, taking on new challenges with the same care and creativity that made it a success.
Source: fashionunited.nl
