The back-to-school season is a real eye-opener. In just a few weeks, we see very clearly what people are really looking for—and it’s not always what we had anticipated. Here are the brands that have been leaving our boutiques and our website most frequently since the start of the season, and what that says about current trends.
1. Mercer Amsterdam, our number one online seller
It’s the brand that sells fastest on the site, season after season. The Re-Run sneakers alone account for a significant share of our web orders: leather, suede, nubuck, prints—the model is constantly reinvented without repeating itself, and it wears just as well with jeans as it does with a dress.
Our introductory article is still relevant: Mercer Amsterdam at Appart 17. The complete collection is online.
2. Selected Homme, the driving force of our menswear department
In the boutique, no other brand performs better. Shirts, knitwear, trousers, coats: Selected Homme forms the backbone of our men’s wardrobe, and it is the brand that most men who walk through the doors of number 15 head toward.
Read: our honest review of Selected Femme & Homme and our 5 men's looks for back-to-school.
3. JDY, volume and fair pricing
JDY is performing strongly everywhere—online and in-store. The brand occupies the space of well-cut basics at an affordable price: tops, cardigans, shorts, shirts. It’s often the item you add to your cart without hesitation, which explains its high volume.
Our introduction: JDY — Jacqueline de Yong at Appart17.
4. VILA, the complete wardrobe
The third-largest brand in our boutiques, VILA owes its position to its consistency: it covers the entire women’s wardrobe with cuts that can be combined from one season to the next. As autumn sets in, it’s the sweaters, satin shirts, and trench coats that are flying off the shelves.
Our guide: VILA, Scandinavian fashion that is truly wearable.
5. Laure plus Max, the knitwear surprise
It’s one of our strongest sellers at the moment, both online and in-store. As a French benchmark for knitwear, the brand arrives at the perfect time: as soon as temperatures drop, cardigans and layering sweaters are snatched up.
Our guide: Laure plus Max, French knitwear.
6. And a brand that isn't sold online: Grillé
Not everything can be measured by orders. The Grillé crossword puzzle books are the kind of items that stop people in their tracks in front of a table, that get flipped through, and read aloud. Six editions at €14.90, ranging from beginner level to the genuinely tricky.
What the season is teaching us
Two trends are emerging. The first: knitwear dominates everything, and it dominates early—customers start anticipating autumn as early as the end of August. The second: the winning brands are those whose pieces can be mixed and matched, not those that rely on a single, isolated statement piece.
All these brands can be found on Rue des Grands Carmes, in Brussels, at our three boutiques, open 7 days a week from 11 a.m. to 7 p.m. Online, find them all in our new arrivals, or contact us via the contact page if you have any questions about sizing or availability.
