About us

RUM Amsterdam - My passion for fashion and sustainability

RUM Amsterdam was born from my love for fashion, quality and people. Based in Amsterdam, but with a connection to Scandinavia, my store is more than just clothing; it is a celebration of style, sustainability, social responsibility and connecting with people.

My Journey in the Fashion World

I have been working in the fashion world for over 25 years, and my passion for beautiful fabrics and designs still grows over the years. At 23, I started my own company, Pure Brands, and opened a fashion agency. As much as I enjoy working with different brands and stores, I miss the direct connection with customers and the creative aspect of styling. This led to the opening of my first physical store in 2008, Pure Brands presents Moscow, in the iconic 9 streets of Amsterdam. It is an unprecedented success, and I am almost always present in the store, which creates a special connection with my customers.

The Establishment of RUM Amsterdam

After five years of running Pure Brands presents Moscow with passion, I decided to open my second store, this time with a more luxurious concept. In 2013 I found the perfect location on Huidenstraat, a beautiful space with a large shop window. It feels like the next step, and that's how I open my second store. But the moment of real inspiration comes during Fashion Week in Oslo. After a long day at work, I end up in a rum bar and while I'm relaxing sipping a cocktail, I notice the bottles with “RUM” on them. The letters resonate; Real Unique Moments.

In the midst of a world that seems to be spinning faster and faster, I wanted to create a place that was different, a place where time seemed to stand still for a moment. The name RUM stands for more than just the product we sell. It's a reminder that life is filled with moments to cherish. In our store everything revolves around those special moments: finding the perfect gift for a loved one, giving yourself love, having beautiful conversations... This is how RUM Amsterdam was born.

My Philosophy: Slow Fashion for a More Sustainable Future

At RUM Amsterdam I strongly believe in Slow Fashion. As much as possible, I work with brands that take their social responsibility seriously and that ensure a long-term lifespan of their products.  The world would be a better place if we were more conscious about the clothes we wear. My goal is a wardrobe full of timeless, high-quality items that have gone through a good and fair production process and do not come from the other side of the world.

At RUM Amsterdam it's all about fashion that goes beyond temporary trends. It's about creating a wardrobe that will last, that radiates style and that makes a statement for the future.

Welcome to RUM Amsterdam – Fashion that lives, breathes and connects.

Our store and contact information

RUM Amsterdam
Huidenstraat 11
1016 ER Amsterdam
The Netherlands
Open in Google Maps

+31 (0)20 528 51 61
info@rum-amsterdam.com