Dutch menswear label OntFront opens their first brand store in Amsterdam at Haarlemmerdijk 121.

OntFront is contemporary designer brand for men, founded by the passionate entrepreneurs Tomas Overtoom and Liza Koifman. They’ve been creating collections since 2007 for the style conscious man with a rebellious touch—the bad boy and the gentleman. After fashion shows in Amsterdam, Hong Kong, and Shanghai and several pop up stores, the time has come for the official opening of the first OntFront brand store.

The interior of the store reflects the character of OntFront perfectly:  smart with a rugged twist. Espresso brown walls give a warm yet manly feel. The golden clothing racks (designed by architect ADA design) float above the collections as crowns of kings.

At the entrance, a large picture of a Zazou is portrayed: a dandy rebel from Paris in 1944. The Zazous were an infamous subculture during the Second World War. These youngsters showed their identity and vision on life through clothing and slick hairdos. It was the time of bebop and swing jazz. The Zazou represents everything that OntFront stands for:  style, music, originality, vision and creativity.

Next to the collections of OntFront, accessories, shoes and perfume are being sold from labels like Spyker, United Nude, Van Well, Filling Pieces, Gourmet, Fromanteel, Von Eusersdorff and Pasotti Ombrelli. You can also find a classic bebop hat, tie, or bow tie. All must-haves to go through life as a modern Zazou.

 

 

 

 

 

Photos & text Copyright OntFront.

 
 
 
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