Amsterdam is a favourite city of ours. It’s not just the beautiful architecture- the iconic townhouses, canalside cafes & laid-back bars, but it is the lifestyle that really appeals to us.

Amsterdam is a place where you can really find downtime in the city; there is a strong belief in a healthy work\life balance- which in return makes it a hotbed for free-thinking creatives & an inspiring environment for young start-ups.

Outfit 1: Dune T-shirt- Black (P&Co), Trousers & Accessories (models own).

Throughout the city, you will find old industrial buildings that have been transformed into creative spaces & studios, endless art galleries and, most notably, denim brands.

Denim culture is prevalent in Amsterdam with some of the biggest denim names making it their home, as well as an ever-growing number of artisan denim producers.

With jeans at the base of any look, locals dress with ease. Outfits are classic, effortless yet elegant & sneakers go with everything. The laid-back way of life, their love of denim & a general concern for the climate & mass consumption, creates a demand for simple but well-made clothing that will last.

Outfit 2: Dune T-shirt- Sage  (P&Co), Jeans & Accessories (models own).

During the first official week of spring, Amsterdam-based photographer Esmee Doorn & creative/model Lulu Verbeek made the most of the sun & got out of the studio to style some of their favourite pieces from our spring collection, including our premium heavy-weight Dune T-shirts, our linen-blend Sway Shirts and, of course, our new Service Fatigue Pants in denim (launching April 8th).

Outfit 3: Aloha Sway Shirt (P&Co Coming Soon), Service Fatigue Pants (P&Co Coming Soon) Accessories (models own).

Outfit 4: Dune T-shirt- Black (P&Co), Service Fatigue Pants- Black (P&Co), Accessories (models own)

Outfit 5: Provision Sway Shirt (P&Co Coming Soon), Service Fatigue Pants (P&Co Coming Soon) Accessories (models own).

Outfit 6: