New Amsterdam Surf Association
New Amsterdam Surf Association is a clothing brand and collective from Amsterdam, founded by Paul Zepper. It celebrates surfing in cold, grey North Sea conditions rather than tropical destinations.
| Founder | Paul Zepper |
|---|---|
| Base | Amsterdam, Netherlands |
| Concept | Counter movement in surf culture |
| Stockist | END. |
| Website | newamsterdamsurfassociation.com |
What is New Amsterdam Surf Association?
New Amsterdam Surf Association is a clothing brand and collective based in Amsterdam, founded by Paul Zepper. It describes itself as a counter movement to the usual imagery of surfing, which associates the sport with palm trees and tropical beaches.
Products and positioning
Instead, the brand celebrates surfers who head out regardless of bad weather, turning the cold and changeable Dutch coast into its identity. That attitude carries through into its clothing, which includes shirts, tops and casual pieces aimed at a surf and street audience in the city.
Distribution
Its collections are carried by the international menswear retailer END., which lists shirts and tops from the brand across its European and Asian storefronts. The collective has also taken part in brand collaborations in its home city, including a guide to Amsterdam summer spots created for an Ace and Tate campaign.
Why it matters
New Amsterdam Surf Association shows how a community and a shared attitude, rather than a product category, can be the foundation of a fashion brand, giving urban surf culture in northern Europe its own voice.
Frequently asked questions
Where is New Amsterdam Surf Association from?
New Amsterdam Surf Association is a clothing brand and collective based in Amsterdam, the Netherlands.
Who founded New Amsterdam Surf Association?
The movement was founded by Paul Zepper.