New Amsterdam Surf Association

The brand was founded by Paul Zeper, a former professional windsurfer who grew up in the Netherlands. He learned to surf at the age of 14—not on tropical beaches like Miami or Hawaii, but in the often stormy and cold North Sea. This harsh environment shaped his attitude toward the sport. For Zeper, surfing was always more than just the dream of perfect waves under palm trees. Instead, he admired those who ventured out onto their boards in challenging conditions such as wind, rain, and cold water. This “imperfection” of surfing inspired him to found a brand that doesn’t represent conventional surfer style, but rather takes an urban, bold approach.

Even during his training as a graphic designer, Zeper combined his passion for design and windsurfing, which ultimately led to the founding of the brand. He was supported by his mother, who gave him the drive to bring his ideas to life. This innovative spirit is reflected in the collections of New Amsterdam Surf Association. The designs are simple yet striking, characterized by clean graphics and a minimalist color palette. At the same time, unusual elements such as bold colors, tie-dye prints, and the iconic logo—a stylized seashell in black and white—give the brand its own distinct identity.

The brand’s range is versatile, spanning T-shirts, hoodies, pants, sweatshirts, and jackets, as well as accessories like caps, knitwear, and even its own surfboards. These collections combine simple, classic cuts with eye-catching graphics and materials that create a fresh, contemporary look. Particularly striking is the blend of functional clothing and modern streetwear elements that reflect the urban lifestyle.

Another highlight in the brand’s history is its collaborations with artists. One notable partnership was between New Amsterdam Surf Association and the artists Sisters Janssen. Born in Curaçao, sisters Ziarah and Tisja Janssen blend photography and painting in their work to explore themes such as inclusion and cultural differences. Together with the brand, they developed artistic designs—including silk scarves and swimsuits—that highlight the creativity of both parties through summery colors and intricate patterns.

In addition to online sales, the New Amsterdam Surf Association currently operates only one flagship store in Amsterdam, which lends the brand a certain exclusivity. Despite its roots in surf culture, the brand has long since established itself beyond this niche and appeals to a broad audience of people who appreciate both urban fashion and the outdoor lifestyle.

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Mit ihrer neuen AW24-Kollektion „It’s a Good Day“ präsentiert sich New Amsterdam als rebellische Antwort auf die konventionelle Surfkultur, die sich von idealisierten tropischen Surfumgebungen distanziert. Stattdessen feiert die Marke die rauen, stürmischen Bedingungen der europäischen Küsten, insbesondere die kalten, schlammigen Küsten der Niederlande. Die Kollektion verbindet funktionale Kleidung mit urbanem Stil, wobei der Fokus auf gemütlichen, lockeren Silhouetten und hochwertigen Materialien wie verschiedenen Wollstoffen liegt.

Ein besonderes Highlight der Kollektion ist der Technical Raincoat, der konzeptionell die Härten des europäischen Wetters verkörpert. Zusätzlich wurden alle bekannten Styles der Marke, von Logo-T-Shirts bis zu Hoodies und Jacken, überarbeitet, um maximalen Komfort zu bieten. Die Designs spielen mit dem Kontrast zwischen der rauen Natur und dem urbanen Lebensstil.

Zudem arbeitet die Marke weiterhin eng mit ihrer kreativen Community zusammen. In der aktuellen AW24-Kampagne sind langjährige Freunde und Partner der Marke eingebunden, darunter die Künstlerinnen Tisja und Ziarah Janssen. Diese Zusammenarbeit stärkt das Gefühl von Gemeinschaft und Kreativität, das im Zentrum der Marke steht.

Parallel zu dieser Herbst-/Winterkollektion bereitet NASA auch ihre Frühjahr/Sommer-Kollektion 2024 vor, die im englischen Cornwall, einem bekannten Surfspot, fotografiert wurde. Hier bleibt die Marke ihrem Prinzip treu, eine realistische Darstellung der europäischen Surfkultur zu bieten.

NASA bleibt somit ihrem Kern treu: eine rebellische, urbane Interpretation der Surfkultur, die fernab von Stereotypen authentische und herausfordernde Umgebungen feiert.