Karlijn Boersma

Mercedes Benz Fashion Week Amsterdam 2017 – Day 1 – Creative Identities

‘More than ever the search is about shopping for identities, constructing
images that include presenting status and identities in public, as well as revealing and
concealing our private selves (DeLong).’

Yesterday the 26th edition of Mercedes Benz Fashion Week Amsterdam kicked off. Next to attending shows of talented Dutch and Flemish designers it’s fun to meet people. We are always looking for distinctive outfits and creative identities. Yesterday we captured these cool looking people.

Hope to see you in the upcoming days!








© images by Jeftha Pattikawa, made with iPhone


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FoA. Travel Tips Paris

As I’m an adventurer one of the nicest parts of running my own fashion business is traveling to different places around the world. I always try to combine these worktrips with some spare time to stroll around, looking at the people who live there and to get inspired.

Just before Christmas I traveled to Paris. It was nice being back. As Paris is one of the cities where this ‘building-my-own-brand’ journey started of in 2013 at Fashionweek. Next to the business appointments I personally had the chance to drop off some of the finest FoA. items for a photoshoot for a new printed magazine from London, which will be launched this March 2017. For those who are going to Paris in the near future here is my personal to-do list:

-Hotel Georgette – 36, Rue du Grenier Saint Lazare
My secret perfect hideaway in Paris for years! The rooms are clean and all have a distinctive design interior. From there it’s the perfect central spot to explore the city of love (good parking in front of the hotel: Beaubourg Horloge car park). Extra plus is the bathroom with sparkling lights and Missoni bath gel.

-Le Pigalle – 9, rue Frochot
You can sleep, eat and meet here. I went here for a meeting and had coffee. It’s a good place to work during the day. If you’re in Pigalle stroll around the neighborhood and stop by Pigalle Duperré basketball court to shoot some hoops.

-The Broken Arm – 12, rue Perrée
For a healthy and delicious breakfast…And shopping! This store offers carefully curated pieces from brands like Vetements, Loewe, Balenciaga, Celine, Jacquesmus etc.

-Librairie Yvon Lambert – 108 Rue Vieille du Temple
One of my favorite book stores! Yvon Lambert is a gallery owner and art collector. In this store you can find rare and out of print books, limited edition art books and more.

-Poulette – 3 Rue Etienne Marcel
If you’re in the city centre and looking for a cozy place with friendly staff then stop by Poulette! I accidently walked past this restaurant and had a surprisingly good dinner at the bar. If you’re in for cocktails try the Basis Smash!

-Carette – 25 place des Vosges
For typical Paris sweets and coffee on Sunday morning!

ps: don’t forget to make a stroll in the end of the day to take in some of the Paris Grandeur.

Bon voyage!












© images by Karlijn Boersma


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FoA. Friend – Stephanie’s gift picks

This holiday season a few of our loyal ‘FoA. Friends’ share their favorites and best gifting tips with you. Today the always-stylish Stephanie (editor at Glamour) visited our Amsterdam atelier to pick her favorites.

‘When I buy gifts I keep in mind that it’s timeless, functional and stylish and even better if it’s sustainable as well. This multi-functional kimono with its beautiful baby-blue color is suitable for all different occasions and because it’s made from Tencel fabric it’s sustainable as well! Next to this I like the bag, because it’s perfect to use on a daily basis for groceries, laptop and other stuff, but this one is made from a cool silver fabric! Finally the long navy coat every woman should have in her closet; a timeless classic that will last for years. Happy Holidays!’


Shop Stephanie’s favorites here.



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FoA. Friends – Lotte’s gift picks

This holiday season a few of our loyal ‘FoA. Friends’ share their favorites and best gifting tips with you. Lotte is an Amsterdam based wedding-planner ‘With Lotte‘ and she stopped by our studio to hand-pick her holiday favorites.

‘I always feel very powerful when I’m wearing my favorite FoA. coats and jumpsuit. Never ever have I received more compliments than when I was wearing the jumpsuit this past summer while working at beautiful weddings. Quality, comfort and stylish, three absolute musts for both my daily and work outfits. FoA. never seems to disappoint me! When I buy gifts, I’m always wondering whether I would love to get it myself too. So, my gift picks are a few of my favorites. Two items that are again stylish and functional; the FoA. logo tote bag and iPhone cover. Never leaving the door without them!’

– Lotte


Shop Lotte’s favorites here.



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FoA. Holiday gifts

It’s that time of the year! Looking for a special gift? We’re here to help you; we offer up to 50% discount on products in our webshop.

Check out the gift section in our webshop here.


Happy shopping!



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Launch FoA. at FRAME Store

Op zaterdag 14 juni a.s. vieren we de lancering van het Amsterdamse merk First of August in de Frame store. Frame presenteert zes maanden lang een pop-up store in het imposante gebouw Felix &Foam met zorgvuldig geselecteerde merken op het gebied van fashion en design. First of August is trots om deel uit te mogen maken van dit inspirerende concept!

Wij willen u hierbij uitnodigen om samen te proosten op de lancering.

Zaterdag 14 juni van 17:00 tot 20:00 uur in de Frame store aan de Keizersgracht 324, Amsterdam. (Felix &Foam)

FoA. launch at Frame store!

On Saturday the 14th of June we celebrate the launch of the Amsterdam based fashion brand First of August at Frame store. Frame offers a pop-up store for the period of six months in the imposing building Felix &Foam with carefully selected brands in the field of fashion and design. FoA. is proud to be part of this aspiring concept.

We would like to invite you to celebrate this launch.

Saturday 14th of June 5 – 8 p.m. at Frame Store, Keizersgracht 324, Amsterdam. (Felix &Foam)

Click below to attend the Facebook event.

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Launch FoA. First of August at SPRMRKT

We are thrilled to collaborate with SPRMRKT!


SPRMRKT is a 450m2 concept store located on Rozengracht 191–193, Amsterdam since 2003. The store houses a broad selection of ready-to-wear collections designed for men and women, a bookshop and pop-up events.

Starting this Thursday FoA. will be available alongside designer brands as Ann-Sofie Back, Anne Sofie Madsen, Helmut Lang, Jacquemus, Maison Martin Margiela parfums, Rick Owens and Silent by Damir Doma.

Come celebrate, cheer and dance with us this Thursday 22nd of May!
location: Rozengracht 191-193
time: 5 p.m. – 8 p.m.

visit facebook event here

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First of August at Outspoken Concept Store

FoA. Men collection featured in a short movie of Concept Store and Art Gallery Outspoken in Den Bosch, the Netherlands.

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First of August at Coming Soon

Last week we visited the concept store ‘Coming Soon’ in Arnhem, the Netherlands. Coming Soon is a concept store for Dutch Design and you can find the work of 26 Dutch fashion and product designers here. Also Coming Soon is a great (first) exposure for alumni of the ArtEZ Institute of Arts Arnhem. This results in an original mix of established designers and recently graduated designers.
We had a meeting with Coming Soon’s Cilly in their ‘hidden garden’ and we are very proud that FoA. is represented in this beautiful store. Our FoA. women and men collection, as well as the FoA. Karli and Gymbags are available from now on. In or around Arnhem soon? This special store is definitely worth a visit!
Coming Soon
Kerkstraat 23
6811 DM Arnhem

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FoA. Sale at Hutspot this weekend!

It’s getting colder outside, a perfect moment to pick up that wintercoat..

FoA. Sale on Saturday 1st and Sunday 2nd of February only!
You’re welcome at Hutspot Amsterdam (Van Woustraat) for our 40% discount sale.
Buy more items and receive 50% discount.

LOCATION: HUTSPOT – van Woustraat 4 – next to Albert Cuyp Market
WHEN: Saturday 1st and Sunday 2nd of February 2014
TIME: Sat. 10.00-19.00 Sun. 12:00-18:00
BRANDS: FoA | Hien Le | Reality Studio |Assembly New York

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