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.
Production: Trip to the Moon Films
Edit: Niels Jalving
Styling: Senne Roeper
Models: Tisja Janssen, Joey van Holland, Jaas Roeper, Yalda Bagher