On Friday 11 March 2011 the By AMFI Statement Store presented its latest retail concept: THE STORE, with fashion and lifestyle collections in hyper-detailed geometric patterns, ecstatic colours and expressive looks – such as the Credit Card Collection by designers Pinar&Viola. THE STORE is By AMFI’s mischievous comment on Amsterdam’s fashion, culture and art scene.

As part of the new retail concept, By AMFI is currently selling collections of products by Simon & Me, Hartog & Henneman, Danielle Vroemen, Monique Poolmans, Eleonore de Ruuk, Lotte van Keulen, NoN by Kim, StudioRuig, Monday March, and more.

By AMFI Statement Store

The By AMFI Statement Store sells products made by AMFI ex-students, teachers, alumni and friends. In this beautiful old University of Amsterdam building, centrally located in the Spui, a team of keen students and teachers meet every week to develop new retail concepts in conjunction with the creative and commercial industries. These concepts are brought to life using products from all three AMFI graduation specialisations: Design, Management and Branding.

By AMFI is dynamic and innovative. Every six months, the most promising Fashion & Branding students are given the chance to put their ideas into practice in the Statement Store’s management team. Their shared passion for the work, and enthusiasm about the fashion and creative industries, have turned this into one of the most inspiring and innovative initiatives in the cultural scene of Amsterdam and well beyond.

This latest concept, THE STORE, will be centre stage in the By AMFI Statement Store until the end of June 2011. At the beginning of July 2011 a new concept will be presented, in combination with the publication of the next edition of AMFI magazine 2011.