RE-connect: Aimée the Label x Kok Oisterwijk 1982

Collaboration is essential in the fashion business. Some brands and retailers even share a special bond. Suzanne van Griensven of Aimée the Label and Willem Kok of Kok Oisterwijk 1982 have been working together for 7 years now. ‘We are both emotional persons.’

How was your first meeting?

Suzanne: “I remember it all very clearly because Willem made a lasting first impression. About seven years ago, he called me and said he was going to open a store in Oisterwijk. I still had an agency at the time, and a friend had tipped him off to buy from Just in Case. He asked when he could come by. I thought: wait a minute, I want to know more first: what's the concept, what brands? He came by that same day. It was raining and I didn't have a handle on the outside door of my showroom. So, he was pulling on that door like crazy. Once he was inside, we both burst out laughing. There was an instant connection. I thought, 'you're great, this is going to work out well'."

Willem: “We clicked right away and knew we had something special. Both of us are very sensitive people. We share a passion for fashion and have similar ideas about how women should look."

Willem Kok (Kok Oisterwijk 1982) and Suzanne van Griensven (Aimée the Label)

How often do you have contact?

Suzanne: “We talk on the phone three or four times a week. Our conversations usually start out about work but often turn personal."

Willem: “We're both driven by passion, not profit. We do what we enjoy."

Suzanne: “We focus on positivity and humor. We're a no-complaining team who always gets the job done. That's probably the key to our successful partnership.”

Do you have a fixed ritual?

Suzanne: “We have a regular Friday catch-up call. I talk to Willem about things I'm dealing with as a business owner or about the brand. I really appreciate his honesty and directness."

Willem: “We're a supportive team. I'm committed to showcasing Aimée the Label in the best possible way in my store, and Suzanne is always there to offer advice on what will work for me as a retailer. Our collaboration is built on honesty and mutual respect.”

Suzanne: “What I appreciate is that we can really talk about everything: delivery times, models, colors, but also personal matters. That really shows how close we are.”

How do you view each other's work?

Willem: “I started buying Aimée the Label because I work so well with Suzanne. My other labels are all a bit more expensive, and Aimée is the entry-level label. What convinced me was the good price-quality ratio. And Suzanne understands exactly what the Dutch woman wants.

Suzanne: “Willem has a real knack for knowing what retailers need to succeed. Initially, he spent some time figuring out his exact concept and the right brands to fit it. But he caught on quickly, much faster than many other retailers. His Instagram page, Kok Oisterwijk 1982, is a testament to his unique and playful style. In just six months, he's amassed 16,000 followers and is even recognized on the street. His honest and humorous posts really resonate with people.”

Will you see each other at Modefabriek?

Willem: “Suzanne's energy at Modefabriek is contagious. It's really inspiring to see her so engaged and it always gives me a boost.”

Suzanne: “If I hear multiple customers raving about a particular brand at a trade show, I'll ask Willem to take a look. Once he's checked it out and gives his opinion, I usually agree with him, so there's no need for me to go see it myself. We're really on the same page when it comes to our vision.”

Links: aimeethelabel.nl, www.kokoisterwijk.com

Instagram: @kokoisterwijk1982, @Aimee_thelabel

Written by Rosita van der Kwaak