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October 14

Outsider’s guide: Goat’s Wool Store

Good spot

BY SUZANNE SMULDERS – There are a lot of cozy streets in the centre of Amsterdam. The Utrechtsestraat is one of them and is definitely something you need to experience. The street is home to a lot of interesting stores, museums and cafe’s, including one of my personal favorites: “Geiten Wollen Winkel” (“Goat’s Wool Store”).

A women’s clothing store that looks awesome, with clean white interior and big windows making it a super bright space. Matched with some great vintage furniture, timeless accessories and a strong selection of fair fashion labels. To complete the whole picture, they have the cutest little dog running around.10801894_734960513265589_396234446630794978_n
No need to worry
The store’s concept is simple: all products are vegan, eco and fairtrade. And if you worry about the dusty image of fair and sustainable products… worry no longer, because Geiten Wollen Winkel (GWW) knows how to make it hip.

When you visit GWW, don’t forget to check out the plant based pants by ‘L’Herbe Rouge’, the funky designs by ‘Melissa Shoes’ and bags by ‘Mad Rabbit Kicking Tiger’. Instant love, I promise. Recently, I bought a lovely Kowtow dress there; I just love running around in it!

A sister’s story
Behind this great conceptstore are twins Abigail and Lavinia. These sisters have been in the fashion industry for years, but over time they have gotten more and more concious about the consequences of using animals in fashion. They opened their shop believing in the relevancy of spreading the sustainable message, and hope to put an end to its old-fashioned and dusty image.


The sisters started their own fair fashion label ‘Geiten wollen shirts’ a few years ago, which forms the basis for their collection in the shop at the Utrechtsestraat.

Find the shop
Utrechtsestraat 37
1017 VH Amsterdam

About Suzanne
Suzanne Smulders (30) recently started LENA the fashion library, a place where you can borrow a great selection of vintage clothing and local designers. For Volkshotel she writes about fashion. Things that are new, things that are different, things that are a must see… and things that just caught her eye.

Suzanne Smulders

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