The most important thing is to enjoy your life—to be happy—it’s all that matters.
— Audrey Hepburn

The Idea

INC is a family-run and family-inspired women & kids' boutique in the heart of Amsterdam.

We sell selected brands with an eye for design, quality and an environmentally-friendly approach.

We believe in quality and less waste, because we believe this is good for our planet and for our children.

We have chosen to work with companies with the same philosophy, some too, are family businesses, just like ours, and are all run by passionate creative people.


Style & Inspiration

Clothing is a way of expressing your own personal style and it gives us great pleasure helping our customers find the “perfect fit”. As an independent retailer, we hope to offer you a personal shopping experience by helping you with your choices.As true global citizens, with roots in Asia, America and Europe, we have always been inspired by fashion and style all over the world. On both sides of our family, there has always been a link to fashion, be it a Panama hat manufacturer in the early 1900's, a salewoman in the luxurious Manila Hotel in The Philippines before the wars, a seamstress who made silk beaded gowns by hand in the 1920's or last, but not least, my own trailblazing fashionable parents. Style is inspiration.

Please contact us for any questions you may have for our online shop or register for a personalized account and we will try to help you as if you were shopping in our boutique.







We believe in eco-sustainable, environmentally-friendly brands that are made according to safe and ethical production methods with respect for people and planet.

Here are some of the brands we love:

AIAYU - sustainable knitwear from Denmark

CLOSED - timeless denim & essentials from Germany & Italy

DAY BIRGER ET MIKKELSEN - ethnic inspired boho-chic from Denmark

RUBY TUESDAY - pure and sleek wardobe essentials from The Netherlands  

BOBO CHOSES - playful, inspired kids clothing that speaks the language of children from Catalunya, Spain

KIDSCASE - pure simple designs for kids from The Netherlands

WOLF & RITA - inspired and innovative kids fashion made in Portugal by a small family team

STELLA MCCARTNEY KIDS - born out of Stella McCartney's own experience as a mother of 4, the brand features fun, bright designs made with an ethical conscious





Our boutique in the Herenstraat is now permanently closed.

We accept online orders from our warehouse.

We’ve loved helping you find your style and getting to know you over the years and being in some ways a small part of your lives.

We want to thank you for your loyalty and enthusiasm and let you know that we will miss you!

xx INC

Important update: Our shop in Amsterdam is closing July 27, 2019.

Any returns from our webshop after July 27 need to be returned to:


Bart de Ligtstraat 106

1097 JE Amsterdam