Tenue de Nîmes was established in 2008 by Menno van Meurs and René Strolenberg. Soon after its opening it became known as 'Amsterdam’s finest denim store that specializes in jeans and the art of permanent style'.
The ladies side of the contemporary fashion portfolio consists of brands like Acne, Les Prairies de Paris, Forte-Forte and Rag & Bone. The Tenue de Nîmes concept is complemented by a range of ‘lovely stuff’, as we like to describe it, by brands like Diptyque, The Hill-Side, Taschen, Moma, Roberu, Midori, Monocle and many other well-crafted brands and labels.
The city of Nîmes in France is the place where denim has its origin. The city is situated in the southern part of the Provence, near Marseille. In the seventeenth century a fabric called ‘Serge de Nîmes’ was developed here. It was a mix of wool and silk. The term 'denim' has its roots in this fabric but has evolved to pure cotton in the United States. It is derived from its geographical origin just like any other textile from that period in time. For years denim was a solid, hardly wearable fabric, ideal for heavy duty performance.
Besides the origin of denim, Nîmes has been a legendary city for its exquisite fabrics and patterns. Inspiration for these special products came from the beautiful landscape in the areas arround the city. In the eighteenth century Nîmes became famous for its silk shawls which were exported to, and worn all over, the rest of Europe thanks to a new railroad.
For Tenue de Nîmes the juxtaposition of the rawness of denim and the elegance of silk and patterns became the basic principle of the concept.