Amsterdam has always carved out a place for itself in the streetwear community, but in recent years brands like Patta, Daily Paper, Parra and Filling Pieces have established it as a cornerstone of the global fashion scene. However, in the vibrant alleys of Amsterdam’s Zeedijk district, nestled between the original Patta store and Stussy’s Dutch headquarters, there’s a new offering set to follow in the footsteps of its notable neighbors. The New Originals was founded in 2011 as a creative collective untethered from the confines of categorization. They began making a name for themselves in Amsterdam’s artistic underbelly as trusted curators of cultural curiosities, fusing fashion, design and music to create nights under the moniker “ TNO Sound System .” It was here that the brand’s roots began to spread into every facet of the city’s underground culture, its “9-Dots” logo becoming synonymous with scenes of pure creative expression. The New Originals’ tagline is “ Creatives are the new athletes .” This tagline has put The New Originals on the global radar, establishing the brand on the streetwear scene. The New Originals design ethos combines Preppy style, a way of dressing that draws inspiration from 1950s British and American college uniforms, with Streetwear . Classic letterman cardigans, parachute nylon cargo pants, bold retro-inspired slogans ripped from old TV shows and an underlying association with music create a richly developed brand narrative that adds heritage and playful joy to its designs. Discover the latest drop from The New Originals FW 22 collection at Little America Store.
