Open to public: The HUB by AFW 2023

On September 1 st and 2 nd, The HUB by AFW brings together an eclectic selection of the newest products and talent under one single, fashionable roof, this year at Fosbury & Sons Prinsengracht. Fusing fashion, art, beauty and music into one conceptual pop-up store, this year’s biggest AFW open-to-public event has a packed schedule filled with the AFW Talks, a customisation station, Drinks & Beats, and much more.


Open to public
For a third year in a row, The HUB by AFW hosts a unique selection of brands from The Netherlands and Belgium that have the potential to end up on the AFW schedule as a stand-alone entity in the years to come. Open on September 1stand 2nd in the city centre of Amsterdam, the unique space will allow participating brands to interact and collaborate with others. Rounding out the experience during this two-day event, a multitude of activations will keep you in creative spheres, beats curated by Tim Wes will be playing in the background, whilst drinks by Belvedere and Chandon, and food by the “Fosbury’s Flavours at The HUB” will be provided.

AFW Talks
After a successful AFW Talks edition in The HUB last year, with industry professionals such as Yeliz Çiçek (EIC of Vogue NL), Karim Afifi (Complex NL), Ashlee Janelle Danso (Creative Consultant), Lissa Brandon (Fashion Stylist) and Poyan Rahimzadeh (Pal Sporting Goods), we continue to have in-depth conversations about trends and movements within the fashion industry. The HUB is therefore yet again the official location of the AFW Talks Edition 2023. Here, we delve into the embracing of unplanned beauty in the world of fashion, sustainability from both a consumer and an industry perspective, and the rapid changes within the world of modern menswear. 

Alongside the appearance of top brands and designers, as well as the AFW Talks, the 2023 HUB edition is packed with activations that can be enjoyed throughout the entirety of the two days. Similar to last year, The HUB features a customisation station where customers can get their newly bought items customised. This year, under the creative direction of Studio Taide. An exhibition by ELLE Magazine allows visitors to dive into their new September issue and see their campaign shots up close. ESPRIT is making a comeback hosting a special vintage pop-up. Lastly, sneakerheads can enjoy an innovative installation by New Balance introducing their new WRPD Runner.

RERUN Pop-up Store
RERUN is a rental service for luxury fashion with their home base in Amsterdam. For this AFW 2023 Edition, they set up a unique pop-up store at Fosbury and Sons, giving visitors the opportunity to rent and wear clothing from the HUB brands during AFW shows and events. Each piece can be rented for four days, including all AFW Edition 2023 days. The proceeds from the rental service will go to the participating brands and designers of The HUB by AFW.

Drinks & Beats
Fresh ‘n Rebel launches its new brand claim and transforms this year’s Drinks & Beats activation into a space the encourages creatives within the music industry to unveil their talent. Tim Wes takes charge of curating the music and unveils yet another compelling project called ‘This Is Special’, showcasing his unrelenting commitment to pushing artistic boundaries. The project tells a story about how talent, friendship, and passion can come together to create something truly enchanting. Its goal is to carefully bring together this talented group of friends and foster collaboration between various creative communities during these special days.

Line up
Friday September 1st

16:00 – 17:00 AMI KEITA
18:00 – 19:00 PRANCE + FRIENDS
19:15 – 20:00 PRANCE + FRIENDS

Saturday September 2nd
16:00 – 17:00 FEURICH
17:00 – 18:00 PASSIAN SMIT
18:00 – 19:00 YSHA NOIR
19:00 – 20:00 PASSIAN SMIT & FEURICH b2b

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