DIV. Amsterdam

DIV. stands for Diverse. Nothing more, nothing less. Operating as East Amsterdam’s hub for all-but-mainstream apparel and sneakers, DIV. Amsterdam aims the please not only the young and hip, but their mothers too.

           

A collaboration between Gladwyn Veugelink and Willemien Ruys, DIV. effortlessly balances a careful mix of eclectic streetwear with elegant chic wear. Immediate standouts include a pair of violet pigskin sneakers from Karhu, technicolor collared pullover from Obey, and a head-to-toe floral and plaid tracksuit from Han Kjobenhavn. And that’s not even touching the lust-worthy selection of hoodies that come in more sizes, shapes, and silhouettes than you could ever imagine.

The store itself manages to juggle about eight different aesthetics, while looking cohesive and undeniably cool. In a classic case of “dont judge a book by its cover,” the relatively underwhelming exterior is simply a gateway. The white interior boasts exposed concrete floors dotted with vintage Turkish rugs, antique mirrors coupled with ultra-modern vases, and an entire wall of perfectly manicured greenery.

Despite the fact that DIV. has only been in the city’s retail scene for a few years, it’s earned a rightful place in our book as a “must-stop” on any Amsterdam boutique crawl. Chill vibes, a captivating curation of clothes, and prices that are within reason….you’ll definitely enjoy your time here.

           

Product photos courtesy of DIV. Amsterdam.