WILL THE NEW ORIGINALS BECOME THE BRAND OF AMSTERDAM?

WILL THE NEW ORIGINALS BECOME THE BRAND OF AMSTERDAM?

by Christopher Kelly
4 min
The New Originals ©

Amsterdam has always carved out its own place in streetwear society, but in recent years brands like Patta, Daily Paper and Filling Pieces have established it as a cornerstone of the global fashion landscape. However, bubbling in the bustling back alleys of Amsterdam’s Zeedijk district, nestled between the original Patta store and Stussy’s Dutch headquarters, is a new offering set to follow in the footsteps of its noteworthy neighbours. 

The New Originals ©

The New Originals began in 2011 as a creative collective free from the confines of categorisation. They started to build a name across Amsterdam’s artistic underbelly as trustworthy curators of cultural curiosities, fusing fashion, design and music to forge FOMO inducing club nights under the pseudonym ‘TNO SoundStystem’. It was here that the brand’s roots began to sprawl into every facet of the city’s underground culture, its ‘9-Dots’ logo becoming synonymous with scenes of unadulterated creative expression.

The New Originals ©

It wasn’t until 2015 that the talented trio behind TNO, Rizky Lasahido, Maru Asmellash and Eben Badu, actually established TNO as an official company. Yet in the seven years since their official inception, they have swung from strength to strength, partnering with esteemed and excentric contemporaries like SMIB, IDFA, MOM Antwerp, and OSCAM. Despite building a bulletproof reputation amongst Amsterdamers, it was the release of their SS20 collection and the unveiling of their new ‘Creatives Are The New Athletes’ slogan that put TNO on the global relevancy radar, establishing the brand as a counterculture campaigner on course to restyle streetwear as the costume of creatives, not just athletes.

The design ethos of The New Originals blends a preppy predisposition for classic Americana with a dogmatic dedication to building a clearly defined and astutely authentic brand identity. Classic letterman cut cardigans, parachute nylon cargo trousers, bold retro-inspired lettering plucked from old TV shows and an underlying association with music all create a richly developed brand narrative that adds heritage and a playful child-like joy to its designs. More often than not, each collection refers, either overtly or abstractly, to the foundational pillars of its underground ancestry by constantly returning to the sounds and sights of the city for inspiration. As may be evident from their ‘Zeedijk’ collection that utilised the street signs of their local area, TNO truly reps for the city and, as a result, their city has truly started repping them.

The New Originals ©

Whilst the jury is still out as to whether TNO can take the same leap from Amsterdam atelier to an international outfitter that its predecessors have, the organic endorsement of the brand from its hometown has positioned them on the precipice of industry-wide importance. Now they have conquered their hometown, The New Originals are ready in the wings to make their mark on a global stage. 


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