06 February, 2019
Why so neon?

When starting New Amsterdam Surf Association we had 2 guidelines. Industrial, because when looking from the water back to the beach, all we see is industry. And a link to surfing! Something that is typical for surfing. For us and everybody else, surfing has always been a colourful sport. Bright blue water, palmtrees and neon colours. Back in the 90s everything was neon, but even nowadays you still see a lot of neon coming back in details. Well, we claimed the yellow version!

We don't use the colour as it apparently became/becomes a huge trend now, but because it is part of where we come from. It is our bright light during 90% of dark day, rainy, windy surfing days.

 

We didn't want to overdue it like the 90s. We still live a grey surf life and nothing like you see in the magazines. We if you don't have pipeline in your back yard there is other things you need to do to stand out!

New amsterdam perspective - paul zeper
A look inside the brand. Who, where and why...
Ss22 - the wildlife spotter
As a brand inspired by surfing a question we are commonly asked is: ‘’Are you not afraid of sharks?’’
Aw21 by rogier alexander
For our latest editorial we asked Rogier Alexander to shoot our team with the latest AW21 styles.