02 May, 2019
New amsterdam surf association s/s19 drop1

We are stoked to share the new New Amsterdam Surf Association campaign with you!

New Amsterdam Surf Association is a new school surf brand from Amsterdam. Other surf brands always showed us perfect waves, warm weather, blue water and palm trees. For those that know Europe, we don’t really have that here. Surfing at Wijk aan Zee and Maasvlakte in the Netherlands got us familiar with heavy industry in the background and brown cold water. From here the brand was born. A city driven surf brand that focusses on Euro surf weather and life in Amsterdam.

For this collection we also took it to Portugal, where everything is produced. Next to new logo items we also introduced a full micro polar fleece suit and some graphic items. The photoshoot is done at our local surf spot Wijk aan Zee and with our surf team: Mees Koch (dutch youth champion), Senne Roeper, Lars Jalving, Joey van Holland, Dexter Dirkmaat and Paul Zeper (founder of New Amsterdam Surf Association and former professional windsurfer).

The collection is now available!

Credits:
Photography: Paul Zeper / Tristan Fopma
Models / surfers / team: Mees Koch, Senne Roeper, Jaas Roeper, Lars Jalving, Joey van Holland, Dexter Dirkmaat and Paul Zeper

Reflections of amsterdam - amber
Amber is a social butterfly with a passion for traveling and made to be surrounded by nature. She fell in love with waves and everything related to surfing. It gives her the stokeness feeling that all surfers can relate to. She is here to tell us about her surfing journey, experience and vision.
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.”