AS COLOUR OPENS ITS FIRST EUROPEAN STORE IN AMSTERDAM

editor MAREK BARTEK

New Zealand arrives in Amsterdam! AS Colour has opened its first European store, at the iconic  De Negen Straatjes marking a new step in the brand’s international expansion. The space at Wolvenstraat 18 functions as both a retail store and showroom, bringing its range of premium blanks directly to a European audience.

all images courtesy of AS COLOUR and SPICE PR

Established in 2005 in Auckland, AS Colour has built its business around a product, delivering high-quality essentials designed with an emphasis on fit, fabric and finish. The collections span t-shirts, hoodies, crews and headwear, developed with attention to proportion, durability and consistency. The result is a line of garments that maintains its structure and feel over time, produced with carefully sourced materials.

Already, there are also a few pieces that stand out within the current offering. A chore jacket, cut in a sturdy, workwear-inspired fabric stand in juxtaposition to a relaxed, faded half-zip introducing a softer, more worn-in feel, while active shorts that extend the range into performance-oriented basics. All represent the brand’s commitment to the simplicity and timelessness. Alongside these, the Amsterdam-exclusive t-shirt — printed with a simple “Amsterdam Est. 2005” graphic — marks the opening, and informs that there’s a second life to these garments.

While they work as-is — clean, minimal, and easy — AS Colour also operates at the centre of a wider creative ecosystem, and its garments are widely used as a base for printing, embroidery and merchandise, becoming the foundation for artist and brand-led projects globally. From large-scale music tours to independent labels, the brand’s blanks serve as the starting point for a broad range of applications, linking it to names such as Drake, Coldplay, and The Weeknd.

The Amsterdam opening is the brand’s 28th store worldwide and its first in Europe, following an established presence across the United States, United Kingdom, Australia and New Zealand. With this move, AS Colour extends its direct-to-consumer footprint while reinforcing its position across both retail and wholesale markets.