Menno van Meurs, co-founder of the three Tenue de Nîmes stores in Amsterdam and true denim connoisseur, explains how he shares his passion for the indigo blue garments with his customers – be it men looking for raw denims to age day by day, or cool women looking for stretch, skinny and worn-out jeans. The denim addicted expert explains how he discovers new ideas and how he gets inspiration from all over the world by looking for other denim-addicts or simply by learning how people live, have fun and dress. Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
We see a growing demand for stretch fabric. This stated off as something exclusively for women and now infiltrated heavily into the men's section too. This is a drastic paradigm change in denim retail. I think that the way we wear denim has changed and for this also this type of garment has evolved. For women what we sell best are brands such as Acne and Current Elliott because their shrinking fit is helping a lot their natural beauty. For men we sell less stretch denim because men love to wear their jeans out more, different from women who have no patience in waiting for that. For this, our bestsellers for men are ABC, Tellason and Double RL.

Do people buy according to their favorite brand, style, or impulse?
The nice thing of our Tenue de Nîmes stores is that many people purposely enter without a plan. They come in to be overwhelmed, to be taken by their hand. If you look at jeans specifically we believe someone should buy a jean that fits their body rather than a trend.

Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
The internet is a great medium to get inspired. Secondly foreign cities are always a great source of inspiration. Walking around cities, looking at people, their habits, their houses and their lives, all these things inspire us a lot.

Retail space Tenue de Nîmes
Retail space Tenue de Nîmes


How do the collections you offer for next fall/winter look like?
What we love about the coming seasons is the amount of positivity in terms of colors and designs. It is such a relief that people use bright and happy fabrics again to show the world we finally got rid of the crisis monster. Let's stop using that word.

What are the most important trends, in general?
We believe there is a huge and increasing development of technical and recycled fabrics. We have been focusing on that in the past for a decade now and we are happy to conclude we finally started to look ahead too!

Did you add any new labels to your assortment?
We are very inspired by the Scarti-Lab family. Their showroom is a few kilometers away from Bologna and they really do everything by following their heart. Their attention to detail, the fabrics they use and their independent spirit really inspires us.

Interior of Tenue de Nîmes
Interior of Tenue de Nîmes


How does your store differ from other stores?
Maybe it does because it doesn't feel like one. It is a place where people want to go to, want to be at - they let go of time and get inspired. A purchase comes as a natural result.

What do you like about your customers?
They inspire us too! The great thing about internet is that information is out there. So everybody knows a lot about something. That created super interesting conversations in our stores. We meet climbers, designers, dentists and teachers who all feel like we are connected although we have such different lives!!!

How important is the interior, the atmosphere and the whole package?
Well that is of course very important. As Marshall McLuhan said “The Medium is the Message” it is a statement that perfectly fits our stores’ identity.

Tenue de Nîmes HQ
Den Brielstraat 14
NL-1055 RV Amsterdam
+31207767715

Store addresses
Elandsgracht 60
NL-1016 TX Amsterdam
+31203204012

Haarlemmerstraat 92-94
NL-1013 EV Amsterdam
+31203312778