25 August, 2019
After surf

It’s summer twilight and the wind creating our waves abandoned the shore once the last sunbeams hit the sand. 

Taking us back to our base, drained of our energy but filled with joyful restlessness. We departure from the beach and head for the ‘after surf’.

This serie illustrates the surfers aftermath, surpassing the activity itself and focussing on the surrounding culture. Let- ting a wave of energy float us towards the entrance of our tents. Dressed in easy fleece tracks, neon and swim shorts, we ride our bikes surpassing coloured vans and campers. Leaning into our folding chairs, accompanied by the team, all carrying an ice cold beer in their right hand while wildly moving the other to the sound of laughter.

The reason we chose to elaborate with the boys detached from their planks and wetsuits is because comradery is what makes their team winning. Aiming to shine a light on what New Amsterdam Surf Association really is, even without beach and shells. A brand that’s build on friendship that thrives because of a shared passion but outruns the waves. 

 

Credits:

Creative direction: Annenbritt ( Anne Bakker & Britta Flinterman)

Photography: Florine Helmus

Team: Mees Koch, Paul Zeper, Senne Roeper, Lars Jalving, Niels Jalving, Ties Heetvelt, Ruben Zonneveld, Joey van Holland

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.