Clothing label In Gold We Trust has taken its first step into the world of brick-and-mortar retail. The brand has shared exciting news with Fashion United, namely that it is opening its first store this week.
In Gold We Trust is creating its retail headquarters at the Kinkerstraat in Amsterdam. The flagship store will be more than just a retail asset; it will also be a hang-out spot. For one thing, the store includes a mini gym for customers to work out in. The store has also been set up in such a way as to enable experimentation with the set-up. "Alongside regular retail space, we also have plenty of space for expositions and exclusive releases. In fact, we've already planned the first one of those," says In Gold We Trust.
And there's another special event on the brand's calendar this week. The two founders, the Fränzel brothers, are publishing a book called Urban Kids. The book tells their own coming-of-age story and everything that has led them to eventually establishing their brand In Gold We Trust. "This book is a sort of stepping stone for us to close and immortalise one chapter of our story, let go, and shift our focus to redefining our brand's core values." In Gold We Trust has expressed an intention to be more conscious in terms of the development, manufacture, and distribution of future collections. For example, they want to switch to on-demand manufacturing and start using more organic and recyclable materials. The brand has also been working on reducing the number of retail outlets from 75 to 45. According to the brand, the remaining retail outlets are better in line with the brand's new philosophy and vision for the future.