Down one of the famous De Negen Straatjes, or nine streets, of Amsterdam, the city’s coolest shopping district, lies MAAP’s LaB Amsterdam, the brand’s first permanent shop outside of Australia. If you manage to dodge the bikes, which are so ubiquitous in the city, you find will find yourself in the Melbourne outfit’s outpost on this side of the world.

The understated shop, full of plain wood and brushed metal, is a key plank in the cycling clothing company’s plans to establish more than a foothold in Europe, to be mentioned in the same breath as the likes of Rapha. It’s more than a shop too, it’s a LaB, which stands for Life Around Bikes, a community hub for MAAP to work from.

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