There’s something new taking shape at Behind The Pines.

This September, we’re planning to open the doors to our second Amsterdam store, this time on the Rozengracht. It’s a big step for us and the start of a new chapter for Behind The Pines.

Our first store has always been built around the things we genuinely use and care about: snowboarding, surfing, the outdoors, good design and products made to last. The new store gives us the opportunity to take that idea somewhere slightly different.

A different side of Behind The Pines

The Rozengracht store will have a stronger focus on outdoor lifestyle and the clothing, footwear and gear that sits around it.

Not necessarily equipment for climbing the biggest mountain or going on a month-long expedition, but products that work just as well for a weekend outside as they do back in Amsterdam.

Expect brands including Nike ACG, Patagonia, Arc'teryx, Gramicci, Snow Peak, Keen, Danner and Merrell, alongside plenty more that fit naturally into the place we’re building.

It’s a mix of technical outdoor clothing, footwear and everyday pieces that reflects how we like to dress ourselves: functional where it matters, comfortable, well made and without looking like you’ve just walked out of basecamp.

More Behind The Pines

The new shop also gives us more space to develop something particularly close to us: our own Behind The Pines collection.

We’ve been steadily expanding the brand, and there’s a lot more coming.

Alongside our more casual pieces, we’re working further into technical products designed for actually being outside while continuing to develop the streetwear side of the collection.

The goal is the same as it has always been: make things we genuinely want to wear and use ourselves.

A little bit of Portugal in Amsterdam

One of the parts of the new shop we’re particularly excited about is what we’re building together with La Paz.

The Portuguese brand will have its own dedicated space inside the store, like a ship-in-shop but more like a bar-in-shop.

At the back, that space will lead into something a little unexpected: The La Paz Bar.

It won’t be a full-time café or bar. Instead, it’s somewhere we can occasionally serve Portuguese drinks to customers, use during store events, bring people together and generally make the shop feel like more than somewhere you simply walk in, buy something and leave.

Building something special

Right now, there’s still plenty to do.

The crew and all of us at Behind The Pines are working hard on the space, making decisions, changing decisions, building, painting, designing and slowly watching an empty shop turn into something that feels like us.

And that process is part of the fun.

We don’t want the Rozengracht store to simply be a bigger version of what we already have. We want it to have its own identity while still unmistakably feeling like Behind The Pines.

A place where outdoor culture, clothing, design, travel and the city all come together.

Opening this September

We’re aiming for an official opening towards the end of September, although there’s a good chance the doors will quietly open a little earlier for a soft opening.

We’ll share the exact dates, events and more details as we get closer.

For now, we mainly wanted to finally share what we’ve been working on.

It’s a big moment for us, and we’re incredibly excited about where Behind The Pines is heading next. The whole crew is putting a lot into making this new shop something genuinely special.

We can’t wait to open the doors.

See you on the Rozengracht.