New Amsterdam Surf Association AW21 by Rogier Alexander

03 December, 2021

Aw21 by rogier alexander

For our latest editorial we asked Rogier Alexander to shoot our team with the latest New Amsterdam Surf Association - AW21 BadHabits collection.

“Amsterdam is often seen as the original city of sin. A place where everything is allowed and none of the vices stay untouched.”

The AW21 collection concept takes its inspiration from stereotypical views on the city of Amsterdam. Especially people from other countries see Amsterdam as a place where everything is allowed. Before Corona it was very common to see people testing their party and substance abuse boundaries.

The view on this phenomenon as an Amsterdam local is the base for the AW21 collection. From the original human sin of the forbidden fruit up to the aftermath of a day and night in the city of Amsterdam.

Photography: Rogier Alexander

Styling: Senne Roeper

Team: Tisja Janssen / Natalia Kool / Aaron Tiekink / Jaas Roeper / Paul Zeper

AW24 Campaign "It's a good day". Our new collection is about to launch and here are some interesting insides about the concept, design choices and the essence of the new AW24 line.

Let’s take a look at our latest surf team trip to the UK.
For our new collection we took tourism at heart by going to an island that blocks most of our surf swell, the United Kingdom. Here we linked with the team of Orienteer Magazine to travel to the country surf side of Cornwall to surf and shoot the campaign photos.