Uniqlo launches 'To A New Everyday' campaign to celebrate its upcoming Dutch debut

To celebrate its upcoming arrival in the Netherlands, Japanese retailer Uniqlo has launched a new campaign, dubbed ‘To A New Everyday'. Uniqlo lands in Amsterdam on 28 September.



Uniqlo 'To A New Everyday' campaign featuring Yousef 'Sef' Gnaoui - Photo: Mounir Raji

The campaign features seven Amsterdam-based individuals, and through them, highlights the shared values between Uniqlo and the Netherlands and how Uniqlo’s LifeWear plays an essential role in their daily lives.

The featured talents are rapper and artist, Yousef 'Sef' Gnaoui; food writer, Jet van Nieuwkerk; The Denim Daily/The Urbanites founder, Lars Tibben; project manager, Kimberly Willems; Plastic Whale founder Marius Smit; architect, Hedwig Heinsman; and Myron Gebbink, founder of Only Friends.

Uniqlo said that as part of the upcoming opening it wants to celebrate the residents of Amsterdam who help move the city forward and offer new opportunities for everyday life.

“The 'To A New Everyday' campaign is the commitment between the Dutch pragmatic and progressive culture and the fundamental value of Uniqlo that strives for perfect clothing and infinite evolution,” the retailer said in a press release.

Amsterdam-based photographer Mounir Raji shot the campaign.

Uniqlo first announced its arrival to the Netherlands in February 2018. The retailer will open a 2,040-square-metre store, which is divided over three floors and will carry collections for men, women, children and newborns. The store promises to be Uniqlo’s largest in the Benelux region and will be located at Amsterdam’s busiest shopping street, Kalverstraat, with an additional entrance at Rokin, right across from Hudson’s Bay.

Uniqlo is part of Fast Retailing, the Japanese company that also operates brands such as Comptoir des Cotonniers, GU, Helmut Lang and J Brand. It has 2,000 stores and is available in 20 markets worldwide in Asia, Europe and the Americas.

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