Right in the center of Amsterdam you can find the By AMFI Concept store. At the moment the concept "Groeikas" is about getting back to old meanings and focus on sustainable, fair and eco friendly fashion. The concept is visualized by a big tree with items "growing" on it, which are developed according to these principles. The tree is growing into the tree of life; a tree that represents growth, fertility and The Life of mankind. But this can't be done by the tree alone. It needs everything and everybody to help it to do so. And with every drop of energy the roots of the tree will grow deeper into the soil and the branches will reach wider into the sky. Our own Charlie + Mary collections as well as other collections sold in our store are part of the growth of the tree. This concept store is definitely word visiting. You will find the coolest sustainable items in the tree of life!