new amsterdam

New Amsterdam Surf Association was founded in 2018 by former professional windsurfer Paul Zeper out of a desire to create a brand that reflected the reality of surfing in the Netherlands. Rejecting the stereotypical imagery of tropical beaches and perfect waves, the brand embraces the often cold, windy, and industrial conditions of their local surf spots. This counter-cultural approach is at the core of the brand's identity, merging the functionality of surfwear with the aesthetics of streetwear, skate culture, and high fashion.\n\nThe brand's collections are designed for a new generation of 'city surfers' who navigate urban environments. The designs often feature clean graphics, rigid color palettes, and workwear influences, such as the use of 'safety green' inspired by Rotterdam port employees. New Amsterdam Surf Association has gained a following for its authentic narrative and has expanded its presence with a flagship store in Amsterdam and collaborations with other brands. The brand also engages with its community through initiatives like a surf academy for underprivileged youth.