On the second floor of Uniqlo’s new Koningsplein store, something unexpectedly fun is about to happen. The RE.UNIQLO STUDIO, with its view over the flower market, becomes the setting for a new collaboration — one that brings together global lifewear and niche craft: Uniqlo × Atelier Reservé. A meeting that feels refreshingly… real Amsterdam
The Japanese brand may be known for clean cuts and functional staples, but this new chapter introduces a fresh, tactile layer. Alljan Moehamad and Deyrinio Fraenk — the duo behind Atelier Reservé, also known as the Reservéboys — work from their Amsterdam studio, where old garments become new again. Vintage military wear, Japanese denim, deadstock fabrics and forgotten uniforms are taken apart, reassembled and refined. Their pieces carry traces of the past and a presence that feels entirely now.
For two Saturdays only, their signature aesthetic finds space inside RE.UNIQLO. Hand-embroidered patches and upcycled bag charms made from repurposed Uniqlo garments will be available in-studio. You are invited to bring your own Uniqlo pieces to be personalised with these limited designs.
The studio will host live sessions on 19 April and 3 May, from 12:00 to 18:00, with the Reservéboys present for custom work and creative exchange. Think open atelier energy and easy conversation around wear, memory, and material.
This collaboration honours reinvention. It celebrates care, craft, and the value of making something truly your own.
More info: www.uniqlo.com
All images courtesy of Uniqlo.
