Applied Art Forms
Netherlands
Applied Art Forms (A/A/F) is an Amsterdam-based clothing and jewellery brand launched in October 2020 by Coldplay bassist Guy Berryman. It makes minimalist, utilitarian-inspired pieces marketed as unisex.
| Launched | October 2020 |
|---|---|
| Founder | Guy Berryman |
| Based in | Amsterdam, Netherlands |
| Categories | Clothing and jewellery |
| Stores | Tokyo, Singapore, London, Amsterdam |
What is Applied Art Forms?
Applied Art Forms, also written A/A/F, is a brand based in Amsterdam, Netherlands. It was launched in October 2020 after about three years of development by the Scottish musician and Coldplay bassist Guy Berryman, who handled design and creative direction with Marcel Verheijen. According to Wikipedia, Berryman said in March 2026 that he would step down as creative director.
Products and positioning
The brand makes clothing and jewellery. Its designs are described as minimalist and adaptable, drawing on vintage, utilitarian, military and workwear references, often with oversized, loose-fitting silhouettes and durable, natural materials. Although originally cut for men, it is marketed as unisex. Named products include the AM2-1 Modular Parka and the Vanitas jewellery series.
Distribution
The brand started online and expanded through retailers such as Dover Street Market. Its physical retail includes Tokyo, Singapore and London, and its Amsterdam flagship opened in late 2025.
Why it matters
Applied Art Forms is a case of a founder-led brand from outside the fashion industry that has built a distinct design identity and a wholesale and retail footprint in several cities.
Frequently asked questions
Who founded Applied Art Forms?
Applied Art Forms was founded by Coldplay bassist Guy Berryman, who launched it in October 2020.
Where is Applied Art Forms from?
Applied Art Forms is based in Amsterdam, Netherlands.