Top designers create exclusive wardrobe for Rosewood Amsterdam

By Rockland collaborates with Claes Iversen and Francisco van Benthum

Rosewood Amsterdam has asked By Rockland, a specialist in corporate fashion, to create all the clothing for its staff. For this, the Amsterdam-based fashion company joined forces with designers Claes Iversen and Francisco van Benthum. The exclusive wardrobe combines design, sustainability and functionality, matching the sophistication and innovative character of the hotel.

Sofie Rockland: 'Rosewood Amsterdam came to us with the request to create a wardrobe that combines modernity and luxury, but is also practical. To meet all the hotel's requirements, we assembled a unique design team with top Dutch designers Claes Iversen and Francisco van Benthum. The result is a huge collection of a total of 80 diverse models across eight different divisions, reflecting Rosewood's sophisticated identity, supporting the staff and taking the guest experience to the next level.'

Luxury without excess

The design team designed a complete wardrobe for all departments: from doorman to bar, from front office to housekeeping. The clothes combine a modern look and elegance and are enriched with subtle details. The collection exudes luxury, without excess, to match the hotel. It also takes the Dutch climate into account by working with layers and with accessories, such as scarves, that are stylish but also practical. Each department within the hotel has its own clothing, with subtle colour accents giving character and recognisability, so that the different places in the hotel have their own look.

Corporate fashion

Sofie Rockland: 'The days of the standard uniform are definitely over. We see that corporate fashion has become an important part of the branding. Instead of using standard uniforms, hotels as well as restaurants, museums and concert halls nowadays have their corporate clothing designed. We select a designer that suits the brand, advise on fabrics and specific requirements for corporate clothing and then supervise the entire production process. For Rosewood Amsterdam, we opted for two designers, because of the large number of different designs, but also to further subtle differences between the outfits of the different departments to be created.'

Accessible silhouettes

Designer Claes Iversen: 'Rosewood Amsterdam is not your average five-star hotel. We therefore chose high-quality fabrics such as taffeta and subtle accents like gold rings and drapes. The silhouettes are accessible, with fashionable accessories, such as scarves, combining luxury and comfort.' His colleague Francisco van Benthum adds: 'Ton-sur-ton-combinations provide tranquillity and sophistication, The avant-garde look of the city was an important starting point when designing. The clothes had to give employees comfort while evoking a wow feeling in guests. I think we succeeded well in that.'

About By Rockland
​By Rockland specialises in the design and production of stylish, durable corporate clothing. The company works exclusively with European manufacturers and offers clothing solutions for companies in the hotel, museum and theatre industry. By Rockland combines fashion and sustainability without compromising on quality and comfort. Previously, By Rockland designed clothing for Hyatt Regency, Hilton, Hotel Jakarta, Stadsschouwburg Utrecht, Museum Boymans van Beuningen, Fenix Museum and Beeld en Geluid, among others.

Credits images: Amanda Drost Photography