At the last Bread & Butter, Denim & Supply Ralph Lauren announced its first flagship store will open on London’s Carnaby Street next spring. In fact, Denim & Supply Ralph Lauren, which replaces Polo Jeans, will launch this November 15 in Amsterdam.

New store openings in New York and Tokyo were being talked about a few months back. This store launch will be the world launch of the collection via Facebook, a must for reaching the young public.

The Facebook page includes the Warehouse Roadshow, a music platform that promotes up and coming bands by streaming live concerts. For its first season, Ralph Lauren selected the English electronic pop band Metronomy. It will also play in Amsterdam at the store’s opening. And to celebrate the launch, until October 26, Denim & Supply Ralph Lauren fans will be able to take part in a contest on the brand’s Facebook page to win a trip to Amsterdam, and an invitation to the concert, which will be streamed live.