New Amsterdam Surf Association

New Amsterdam Surf Association is a clothing brand who exemplify the city’s rebellious but laid-back attitude. The collective describes itself as a ‘counter movement’ and aims to challenge the status quo in surfing, which is often associated with tropical locations.

Paul Zepper, founder of the movement, explains “I was always seeing people being sponsored by the big brands and going to photoshoots overseas with palm trees, blue water and I just came back here, back to Amsterdam, where I trained on local lakes, or the seaside and it was never like those photoshoots.”

Rather than letting this discourage him, he set up the Association to celebrate surfers who turn up despite the weather conditions. The team are proud to showcase their dedication and passion for the sport, and for the city where they live, which they describe as “open-minded, free, expressive.”

Tisja, who runs the brand's PR, says summer is particularly special in Amsterdam. “I always have the feeling that I get inspired and especially in the summer it’s just happy feelings and a community vibe.”