On a mission: New store redefines fashion-consciousness

Arnhem, the Netherlands – Philanthropy mixes with fashion in a new store for clothing label Ami-e-toi. Designed by Maurice Mentjens, the new store features all the glamorous details associated with a high-end shop while also including subtle references to the label’s charitable backing.

Ami-e-toi is run by Mode Met een Missie (‘fashion with a mission’), an organisation dedicated to helping vulnerable women. Many of the employees themselves are women who have suffered with unfortunate circumstances including addiction, psychological problems and homelessness.

The new store has been designed to follow this sentiment for philanthropy, with subtle design details that symbolise the ‘second chance’ the foundation hopes to offer its members. Here, Mentjens takes an approach to retail design that goes further than simply displaying clothing in all its beauty.