n 1989, three Dutch friends opened a fashion store in the Amsterdam Sarphatistraat where they sold some of the best American labels, for the lowest possible price. They named their store 'America Today'​. The concept was brand new in The Netherlands and right from the start this 'American heritage'​ store attracted customers from allover the country.

n 1989, three Dutch friends opened a fashion store in the Amsterdam Sarphatistraat where they sold some of the best American labels, for the lowest possible price. They named their store 'America Today'​. The concept was brand new in The Netherlands and right from the start this 'American heritage'​ store attracted customers from allover the country.