EAT DUST OPENS ITS FIRST STORE IN AMSTERDAM
On a charming summer evening, Eat Dust—the iconic denim brand founded by friends Rob Harmsen and Keith Hioco in 2010—celebrated the grand opening of its third store at Leliegracht 24 in Amsterdam. Guests enjoyed delicious pizza and refreshing drinks, while discovering the new space. Housed in a historic 1895 building, the Amsterdam store features a distinctive Japanese aesthetic, enhancing the shopping experience much like its branches in Antwerp and Paris. Alongside their renowned menswear line, the brand exclusively launched 'Girls of Dust', their women's sustainable collection led by Aline Walther, available in-store.
ORIGIN OF THE BRAND
A shared passion for skateboarding and punk rock united Rob Harmsen and Keith Hioco, inspiring them to create Eat Dust. Drawing on their experiences with brands like Raf Simons, Essentiel, Diesel, G-Star, and Lee, they decided to forge their own path. Eat Dust blends classic clothing with Western, military, and Americana influences, alongside elements of motorcycle and skateboard cultures. At the heart of the brand lies a commitment to high quality, integrity, and originality. The name "Eat Dust" embodies the brand's adventurous spirit and rebellious nature, reflected in their rugged, authentic designs that exude adrenaline and freedom.
Girls of Dust, the female counterpart to Eat Dust, debuted in 2017. Designer Aline Walther and Eat Dust founder Keith Hioco first met at the Royal Academy of Fine Arts in Antwerp. After gaining experience as freelance designers for various labels, they set out to create their own line. Drawing deep inspiration from vintage workwear, military styles, and iconic menswear, the collection is expertly reimagined into contemporary women's fashion, emphasizing craftsmanship and exceptional quality.
THE ‘RARE EARTH’ COLLECTION
Eat Dust's "Rare Earth" collection underscores its dedication to craftsmanship and sustainability. Featuring natural colors and materials like indigo-dyed fabrics, stonewashed denims, and corduroys, the collection is inspired by East Asian traditions. It also includes landscape-themed teddies and knit jacquard pieces. Drawing from the refined style of Korean Buddhist monk and chef Jeong Kwan, whose minimalist and unisex workwear aesthetic resonates with the brand's vision, this collection embodies a harmonious blend of tradition and modernity.
With the opening of its new store in Amsterdam, Eat Dust marks a significant milestone in its evolution, staying true to its roots while advancing its commitment to sustainable and high-quality fashion.