Star Gene sees retail as a “creative playground” for fashion, art and music

What do you do with a personal fashion collection that has been sitting in an archive for years? For Turkish singer-songwriter and Star Gene founder Hande Yener, the answer was simple: give the clothing a new lease of life. From her own wardrobe and a love for fashion, art and music, Star Gene was born. The retail and cultural concept, located at Herenstraat 32 in Amsterdam, the Netherlands, brings together vintage, archive fashion, art and storytelling.

Star Gene is emphatically more than just a store. “I have always loved the idea of recycling and giving new meaning to existing things,” Yener explains. “I find looking at what we already own from a new perspective far more creative than constantly consuming something new.”

This idea forms the basis of the concept. The collection features rare designer vintage and archive pieces, as well as clothing from Yener's personal wardrobe. Some items were worn during performances or in music videos, giving them a story that extends beyond the garment itself. Prices range from approximately 20 euros to 12,000 euros, depending on factors such as brand, rarity, history and condition.

Not a traditional store

According to Yener, stepping into Star Gene is not like entering a typical store. The space is designed as a combination of retail, a living fashion archive and a gallery. Visitors can browse at their own pace, and the styling team is on hand to help translate pieces into a personal look.

Yener believes the customer journey at Star Gene should feel personal, intuitive and inspiring, rather than transactional. “We get to know our visitors' personalities, styles and interests; tell the stories behind selected pieces; and help create unexpected looks.”

The goal is not for every visit to end in a sale. “Ideally, visitors leave with more than just a product. We want them to take away a new perspective, a memorable interaction and the feeling of having briefly stepped into the creative universe of Star Gene.”

The choice of Amsterdam aligns with this ambition, according to Yener. The city is international, creative and individualistic, and the Netherlands holds a special personal significance for her. Herenstraat was deliberately chosen for its independent boutiques, galleries and historic Amsterdam architecture. The aim is for Star Gene to feel like “a discovery”.

Diverse target audience

This combination of personal archive pieces and more accessible items is no coincidence. Since the opening, the team has noticed that visitors vary greatly in style, interests and budget.

“Star Gene was never intended to appeal to just one target audience,” says Yener. By ‘archive pieces’, she refers to rare or collectible designs from the previous collections of various designers. These items are no longer available and can be difficult to find. At Star Gene, these are combined with special pieces from her personal archive, as well as items from her everyday wardrobe and accessories at various price points. This diversity in the assortment is intentional, ensuring that different visitors can find something that suits them.

The history of Yener's own fashion collection plays a significant role. Her relationship with fashion began in the early 2000s, and the collection has been built up over the years. The archive includes clothing she wore during performances, in music videos and at important moments in her career. It also features rare designer pieces with their own cultural or fashion history narrative. Yener believes the collection therefore tells a story not only about fashion but also about her own life and career.

Using physical retail as an experience

Star Gene aligns with a broader development that Yener observes in retail. Since consumers can buy almost anything online, she believes a physical store must offer something a screen cannot.

“Physical retail is moving beyond pure sales,” she says. “People can buy almost anything online. A physical store must therefore offer something that cannot be experienced through a screen: human connection, emotion, culture and a sense of community.”

At Star Gene, the product is merely the starting point, according to Yener. Styling, art, music, events and community are intended to create a world around the collection. This world should not stop at the store's front door. Through social media, Star Gene also aims to reach people who do not live in Amsterdam.

“For us, social media is not just a marketing tool. It is another place where the community can meet and grow.”

From store to platform

From a business perspective, Star Gene looks beyond simply selling clothing. The physical store and e-commerce site form the foundation, but the brand aims to evolve through collaborations, limited-edition drops, community trips and projects with creators. Star Gene is also set to become part of Yener's concerts and performances, further blurring the lines between fashion, music and community.

The concept touches on a broader ambition: to reduce the distance between artist and audience. “For a long time, artists felt distant. You could only observe their lives and identities from the outside. With Star Gene, I want to close that gap and create a place where people can participate, express themselves and feel part of the story.”

The Amsterdam store is Star Gene's first home and will remain its headquarters and flagship. Yener is also exploring opportunities to bring the concept to other cities in the future. Through pop-ups, collaborations, community trips and activations during concerts, Star Gene can also establish a temporary presence in new locations.

While there are international ambitions, the core remains remarkably local and personal: an archive that is no longer static but is worn, viewed and interpreted anew.

“Ultimately, we are all creative beings,” says Yener. “Fashion gives everyone the opportunity to communicate who we are."