For the past two years, the Amsterdam Nine Streets has been a home-away-from-home to
Rails, a brand born out of the coastal, laid-back vibes of California that now resonates on a
global scale. Celebrating its 15th anniversary with events at their European stores that
attracted fashion insiders and dedicated followers alike, the brand’s journey highlights its
unique blend of quality craftsmanship, emotional connection, and versatility.
FashionUnited had the opportunity to chat with Rails Founder and Creative Director Jeff
Abrams at the Amsterdam store about the 15th anniversary, the collections and everything
Rails.
A testament to enduring quality and loyalty
Jeff sees operating with passion and harbouring emotional connection as the core of the
brand, and explains how Rails’ dedication to creating reliable and high-quality products has
contributed to their lasting power and success. Marking their spot in the industry with the
timeless plaid shirt 15 years ago, constructed from a unique Tencel and Rayon blend that is
still offered in each collection today, Rails has stayed true to their design approach to create
lasting impressions. Whether it’s the soft fabrics, the subtle coastal aesthetic, or the
sophisticated yet relaxed look, Rails products exude an understated elegance that keeps
buyers returning season after season.
The Rails store on the Runstraat feels like an extension of the brand’s identity, offering a
slice of airy, sunny Californian life (where Jeff is from) amongst the Amsterdam canals. Rails
15th anniversary is marked by events throughout stores in the USA and Europe, celebrating
the brands worldwide growth and progression. Over the last 15 years Rails has grown from
offering staple, standalone pieces, to having an emphasis on outfitting and being able to
curate a complete wardrobe. Their collections include classic coats, flattering dresses,
basics and more versatile items, often featuring the same fabrics and silhouettes in various
prints and styles, offering versatility and appealing to a wide range of wearers.
Home away from home: Rails heritage and locality
The California vibe in the store is palpable, from the Cactus garden in the back and
surfboard decor, to the selection of light and colourful prints. The LA vibe is almost
juxtaposed with the inclusion of more heavyweight knits, cardigans and range of outerwear.
The store’s design and collection speaks to the brand’s roots while creating a localised
connection — a key focus for Rails as it aims to engage communities across the globe.
Admitting to never wearing more than a sweater as his winter coat in California, Jeff attests
that Rails’ adjustments to global markets has been crucial. Designing timeless, woollen
coats were out of the brands comfort zone, but one they were committed to getting right. The
result? Elegantly crafted and warm outerwear fit for foggy European winters.
The international personalisation runs true through the localised touches in each city store
as Rails offers collectable bags and shirts that mention the locations; from LA and New York
to London, Amsterdam, Berlin and Paris. In stores and collections alike, the personal touch
continues, where Abram recounts travelling city to city, observing surroundings and scouting
spots until the perfect store location arises.
Within these international markets, Rails appeals to a wide demographic in both
womenswear and menswear collections, where Jeff contests that the stores have more of a
womenswear focus, with plans to open menswear stores. He also explains that Rails is quite
suited to the ‘mother daughter’ shopping duo, both finding pieces that resonate with their
unique styles, showcasing how the brand’s product speaks to people of diverse ages and life
phases.
Global expansion and wholesale success
With showrooms in LA, New York, London, and Antwerp, and local sales agencies across
multiple regions, the brand has carved out a significant presence in both the wholesale and
direct retail sectors. The business is split roughly half-and-half between these channels, with
its in-house sales team managing operations directly — a strategy that ensures the brand’s
core values of quality and passion are upheld at every step. Looking ahead, Rails has set its
sights on expanding its retail footprint, with potential store openings in Hamburg,
Copenhagen, and Australia, a market where the brand’s Californian aesthetic naturally
resonates.
A thoughtful future
Rails’ approach to growth is deliberate and one they don’t wish to rush, staying true to the
brand’s integrity and deepening customer relationships. Despite its rapid growth, Rails stays
committed to their core mission: to create great items that merge the elegant with the more
outspoken in a way that is accessible. As the brand continues its expansion, it remains
grounded in its passion for the product and the customer, navigating new challenges with the
same care and creativity that first made it a success.