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

Aw'21 preview
“Amsterdam is often seen as the original city of sin. A place where everything is allowed and none of the vices stay untouched.”
Ss'21 - editorial by sophie van hasselt
This shoot took place at one of the teams main surf spots. Right next to one of the biggest steel factories in Europe, two of our surf team members showcase our Black Saturday collection.
Behind the brand: richard sahetapy
Meet the people behind the brand.