07 October, 2020
A holstein tribute - aw20 campaign

 

 

For many surfers, their trips take them over asphalt roads, along construction sites and factories. NewAms knows the drill, and is the first to acknowledge, embrace and embody this, by giving this surf-reality, a reality in apparel as well. 

Next to factories, gas stations and so on, the surroundings on trips, are alternated with wide and flat meadows. Usually filled with cows. Usually the infamous Holstein Cow. 

There is little choice in all of this. You do have a choice though in embracing the things that you come across. Within its next collection and campaign “Road Trip”, NewAms is doing so: an ode to the road and its surroundings. Symbolised by embracing the Holstein Cow. 

For the New Amsterdam Surf Association AW20 campaign we highlighted a part from our collection concept, the things we see while road tripping through Europe. One particular thing stands out. The Holstein cow! The Holstein has its origin in the Netherlands like our brand and this particular cow is now seen almost world wide. The campaign shows the start of our trip and the first break we take along the road.

Credits:

Production: Trip to the Moon Films

Edit: Niels Jalving

Styling: Senne Roeper

Models: Tisja Janssen, Joey van Holland, Jaas Roeper, Yalda Bagher

Reflections of amsterdam - helena
 "New Amsterdam Surf Association was born out of a  need for exposing a hidden reality . Most surf brands are portraying surfing as a blue water, perfect waves, bikini babes on the tropic beach lifestyle”, Something that we in Amsterdam experience differently.

Part of that constructed image , which is mostly portrayed through marketing and advertisements, is the lack of inclusivity in surf. 

The mainstream image does not reflect the reality. We of New Amsterdam want to create visibility for all surfers.

So that’s why we are presenting to you our new ongoing concept ‘’Reflection of Amsterdam’’ where we will show the real reflection of our society all year around.

For this episode we had the honour to capture and chat with five inspiring woman telling us their experience within surfing. First up is: Helena. 
Pre'21 - domino
“Black Saturday refers, in France, to the day of the year when road traffic is most dense due to the many departures on holiday. (Traffic problems are exacerbated by France's extreme centralisation, with Paris being the hub of the entire national highway network.) This Saturday is usually at the end of July.”
After sun
After a warm and waveless summer the sun sets. Finally it’s that time of the year again. The cold, stormy days! The sun makes place for stormy dark clouds and we cure our burn marks with aloe vera.