Though the birthplace of jeans (said to be Nimes, France) may be some distance from Amsterdam, the Dutch city is left wanting for nothing thanks in large part to a small group of passionate connoisseurs. Tenue de Nîmes, which literally translates to “denim outfit”, is Amsterdam’s premier shop for indigo treasures. Its two locations can be found on popular shopping streets Haarlemmerstraat and Elandsgracht—both known for their strings of independent stores. There, the Tenue de Nîmes teams continue to educate residents and visitors alike on the many facets of the classic blue twilled cotton, but also much more.
Founders and owners Menno van Meurs and Rene Strolenberg outfit patrons in moody blues from carefully-selected brands including mainstays like Acne, niche newcomers like Rogue Territory, and, of course, classic Levi’s. It is also one of the few retailers of Ralph Lauren’s coveted Double RL line, each stockist said to be hand-picked by Lauren himself. Van Meurs and Strolenberg also source shoes, bags, and other accessories of vintage and contemporary ilk, but keep each item’s relation to denim and its heritage in mind when deciding what to bring in.
Personable associates are well versed in every item in store, lending background knowledge on the article and the brand it hails from. The in-store tailor is there for hems and minor repairs, and the shops offer private appointments and delivery service by request, seven days a week. The brand even has its own espresso blend, offered without charge, along with other local refreshments like wine and a classic Dutch Heineken, to thirsty shoppers. When you’re finished browsing the racks, pick up a copy of Journal de Nîmes, a publication created in-house with a central focus on all things denim, of course. It is this attention to detail, the overall experience, and the founders’ commitment to quality craftsmanship that encourage customers to visit again and again, ensuring each stays forever in blue jeans.