To commemorate the occasion, BOSS commissioned six portraits of local industry leaders, each with a distinct connection to the city, unveiling these through special window installations and inside the store. The initiative, dubbed “BOSSes of Amsterdam,” includes speed skater Jutta Leerdam, rapper Frenna, model Gia Bab, football player Jurriën Timber, entrepreneur Anna Nooshin, and Michelin- starred chef Joris Bijdendijk. It shines a light on the worlds of these admirable Amsterdammers and brings to life the brand’s uplifting global campaign platform: “BOSSes aren’t born. They’re made.” The BOSSes of Amsterdam project embodies this broader message by embracing local heroes and spotlighting their stories, while inspiring fans and customers with the BOSS looks worn in the shoot.

Local celebrities including Romee Strijd, Frenna, Rose Bertram, Gregory van der Wiel, Anna Nooshin, Elise Schaap, Anna Drijver, Lorenzo Viotti and Sofyan Ambarat were in attendance – all dressed head-to-toe in BOSS. Guests were greeted on a plush black carpet inspired by the brand’s signature color palette. The event featured an in-store DJ session with IMANI, Claire Lyons, and Dave Nunes, followed by a performance by Frenna. Guests were treated to Dutch-inspired cocktails, while exquisite bites were curated by chef Joris Bijdendijk.

Spanning a total retail space of 800 square meters, the new store presents the full range of both BOSS Menswear and BOSS Womenswear, alongside kidswear, watches, eyewear, jewelry, and fragrances. In this unique retail space, customers can expect the same superior service and shopping experience synonymous with all BOSS stores worldwide, representing the brand’s full 24/7 lifestyle approach.