brand
The New Originals
The New Originals is an Amsterdam-based streetwear label emphasizing functional apparel for creative professionals. Its aesthetic merges performance-driven silhouettes with bold color palettes and geometric motifs. The brand represents a multidisciplinary subculture, prioritizing artistic expression and the "thinking out of the box" philosophy across various creative disciplines.
Historia
The brand originated in 2011 as a blog and creative collective before transitioning into a full fashion label in 2015. Founded by Rizky Lasahido, Maru Asmellash, and Eben Badu, it emerged from the Amsterdam creative scene. The label gained significance by bridging the gap between performance wear and the arts. It maintains a presence through its flagship store and collaborations that highlight local music and dance communities within the European streetwear landscape.
