09 December, 2020
Pre'21 - domino

New Amsterdam Surf Association SS21 Black Saturday collection. 

 

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.”

The black colour is the qualification with which the French government web site Bison Futé designates a day with extrêmement dense (extremely busy) traffic. The French newspapers call this day samedi noir after Bison Futé's designation. Usually, the French call these days les jours de grands départs (days of great departures). In Dutch, this French phenomenon was known as zwarte zaterdag long before the French adopted the term samedi noir, both meaning (literally) Black Saturday.

For our first drop, the PRE’21, we start of with the concept of the start of this phenomenon. A chain reaction of people planning their summer holiday back to that same spot they go to every year. A domino effect of people planning the same moves and preparing themselves to follow each other to their holiday destination.

Credits: Tristan Fopma / Luca Halma / Tisja Janssen / 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.”