Amsterdam-based label Rhea is opening the doors to its recently launched Jordaan studio, inviting visitors to discover its latest collection in an intimate setting. Throughout the two-day pop-up, guests can explore the space, browse the collection and learn more about the materials, makers and ideas behind the garments.
About Rhea
Rhea was founded by two former colleagues who met while working in luxury fashion. It was there that they began questioning the direction of the industry, noticing that while luxury prices continued to rise, quality and transparency did not always follow. Curious about where garments were made, who made them and what they were made from, they set out to create a brand that approached clothing differently.
Rather than producing seasonal collections, Rhea focuses on a permanent wardrobe of everyday essentials. The founders describe each new release as an extension of that ongoing wardrobe, starting with a simple question: what do they actually want to wear? The result is a collection of understated pieces designed to be worn across seasons, with an emphasis on natural materials, quality construction and longevity over short-lived trends.
Transparency is another key part of the brand’s approach. Every garment is equipped with a Digital Product Passport, allowing customers to scan a QR code and access information about its materials, production and environmental footprint. Instead of asking customers to take sustainability claims at face value, Rhea aims to make that information directly available to the wearer.
Open to Public
Rather than presenting the collection through a traditional runway show, Rhea has chosen to welcome visitors into its new studio. The pop-up offers the opportunity to explore the latest collection up close, experience the fabrics firsthand and speak with the founders about the ideas behind the brand. The event also marks the official opening of Rhea’s new Jordaan space, offering visitors a first look inside the studio that will serve as the label’s home.
Rhea Studio Pop-up
Location: Nieuwe Leliestraat 54, Amsterdam
Opening: 4 September, 7PM
Open to public: 5 September