JIMMY FAIRLY OPENS ITS FIRST FLAGSHIP BOUTIQUE IN AMSTERDAM
editor MARIE-PAULINE CESARI
Jimmy Fairly has always stood at the crossroads of design, accessibility, and everyday style. Since its beginnings in Paris, the brand has built a universe where eyewear is not just functional, but expressive — designed to be worn daily, effortlessly, and with confidence. This philosophy now finds a new home in the Netherlands, as Jimmy Fairly opens its very first flagship boutique in Amsterdam.
On January 16, 2026, Jimmy Fairly officially opened its doors at Leidsestraat 4, 1017 BZ, marking an important step in the brand’s international expansion. The Amsterdam flagship captures the essence of the brand: dynamic, open-minded, and effortlessly stylish. Designed to feel more like a home than a traditional retail space, the interior blends soft vintage touches with warm tones of orange and cream, inspired by founder Antonin Chartier’s love for vintage
To celebrate the opening of the Amsterdam flagship, we spoke with Antonin Chartier, founder of Jimmy Fairly, about the brand’s origins, the creative process, and his vision for this new chapter.
How did Jimmy Fairly begin — and why that name?
Founded in Paris in 2010, Jimmy Fairly began with a simple idea: to make exceptional design accessible to everyone. “Fairly” reflects our commitment to fair pricing and transparency through a direct-to-consumer model, while “Jimmy” is a tribute to James Dean — a symbol of timeless style and freedom.
How do you keep the brand fresh while staying true to its Parisian DNA?
All our collections are designed in our Parisian atelier. Even as we expand internationally, our creative heart remains in Le Marais. This balance allows us to evolve while staying true to our origins.
Your drops are frequent and limited — why is that important?
Limiting production is both a creative and ethical choice. Small, frequent drops help us avoid overproduction, stay responsive, and use resources responsibly.
Glasses are worn every day — how do you design frames that feel expressive yet timeless?
We aim for a balance between personality and longevity. Our frames are confident and modern, designed to feel relevant today and enduring tomorrow.
Why was it important for Jimmy Fairly stores to feel like homes, not shops?
We wanted eyewear to feel approachable and personal. Our boutiques are designed like apartments so customers feel welcomed and at ease wherever they are.
What makes the Amsterdam store distinctly Amsterdam?
The city’s creative and forward-thinking spirit resonates strongly with us. The boutique reflects that energy through warmth, personality, and vintage-inspired design, perfectly suited to its Leidsestraat location.
If Amsterdam were a Jimmy Fairly frame, which model would it be?
The Emmy in Black — bold, timeless, and quietly cutting-edge.
Buy One Give One has always been central to Jimmy Fairly. Why?
Giving back has been fundamental from day one. Through our Buy One Give One program, we fund a pair of glasses for a child in need with every purchase, working with partners such as Restoring Vision and the Helen Keller Foundation.
Looking ahead, what excites you most about the next chapter?
Continued international growth, pushing creative boundaries, and building meaningful connections across cultures.
Visit the shop Jimmy Fairly, Leidsestraat 4, 1017 BZ