Gray Label, the sustainable and minimalist essentials brand for children, opens a new store concept in Amsterdam – Gray Label Restore, on February 1, 2024. Gray Label Restore brings together the brand's entire vision: from new, to preloved and from previous collections to Rental. Gray Label Restore is a representation of what Gray Label stands for: comfort, quality and durability.
The circle is complete
Where in the Gray Label store on Huidenstraat new products are sold and the rental service is available online, Gray Label Restore becomes the physical place for taking in and selling second-hand Gray Label, presenting, exchanging and returning Rentals and showcasing their previous collections (archive). There is also space in the new store for interesting collaborations such as the capsule collection with Hu le Kes, product launches, workshops and events.
The idea for the Gray Label Restore arose from the many supply and demand on secondhand platforms such as Vinted and Marktplaats and the need from consumers for a physical rental & secondhand service, an important step in their circular sales process.
The assortment
The Gray Label Restore's extensive assortment is divided into
● Collection + sale of preloved Gray Label items*.
● Archive (styles & colors from previous seasons)
● Rented (collection presentation, exchanges, returns)
● Upcycled (Gray Label x Hul le Kes)
● Essentials collection for kids and babies
*Completed with some cool eye-catchers (like Levi`s, sneakers), curated by none other than Emily Gray.
Gray Label Restore: Archive, Essentials, Preloved, Resale, Rental, Upcycled.
Eerste Constantijn Huygensstraat 31
Amsterdam
Opening hours
Mon 12 - 6 PM
Tue - Sat 11 - 6 PM
Sun 12 - 5 PM
