Amersfoort, September 2026 – EK Fashion introduces J’AMU, a new fashion label with a distinctive focus on quality, rich colours, and contemporary femininity. J’AMU is designed for women who appreciate stylish fashion with character, comfort, and versatility.
J’AMU stands for elegance with a modern twist. The collections are defined by high-quality knitwear and designs that are easy to mix and match. In doing so, the label responds to consumers’ demand for fashion that is both stylish and practical.
The Japanese word Amu means “to knit, connect, and create,” while the letter J, derived from the French je (“I”), represents individuality and self-expression. Together, these elements form the foundation of J’AMU, a collection where quality and comfort take centre stage. Knitwear is at the heart of every collection.
About J’AMU
For fashion retailers, J’AMU offers a distinctive addition to the women’s fashion assortment. The brand creates collections for women who choose a colourful and stylish look. J’AMU is exclusively available through EK retailers.
For stockists and more information, visit www.jamufashion.com or contact EK Fashion at +31 (0)33 253 2746 or womanfashion@ek-retail.com. You can also follow the brand on social media via @jamu_fashion.
About EK Nederland
EK Nederland, part of the European parent organisation EK, is the largest retail service organisation in the Netherlands. In the Dutch market, the company operates through its divisions EK Fashion, EK Living, EK DIY, EK Sport, and EK Books. It collaborates with approximately 1,500 independent retailers and franchisees, who together operate nearly 2,200 stores in the fashion, home living, DIY, sports, and book sectors, including brands such as INTERSPORT, Runnersworld, Hubo, Decorette, and Libris/Blz.
Its core activities include retail services, franchising, wholesale operations, and financial services for independent entrepreneurs. Around 300 employees at EK Nederland are dedicated to supporting retail partners and helping them focus on their business, both in-store and online.
EK Nederland is a trade name of Euretco B.V.
