A different kind of surf brand, born between Amsterdam’s streets and the cold waters of Europe.
Surf culture has a familiar image: sun-drenched beaches, clear blue water and endless summer. But for a generation of European surfers, that picture has never quite reflected reality.
The water is cold. The waves are often brown. The coastline can be industrial, the weather unpredictable. Getting to the surf means gathering the crew, squeezing onto public transport with a board in tow and making the most of whatever conditions await. Afterwards, it’s back into the city.
For New Amsterdam Surf Association, that’s not a compromise on surf culture. It’s the starting point.
Born in Amsterdam
Founded in 2018 by former professional windsurfer Paul Zeper, New Amsterdam emerged from a disconnect between traditional surf culture and the reality of surfing in the Netherlands.
Shaped by life in Amsterdam and the industrial coastline of Wijk aan Zee, the brand represents a generation of European surfers who have created their own version of surf culture – one that moves naturally between the streets and the sea.
From the water to the wardrobe
That perspective carries directly into the collections. New Amsterdam blends European surf culture with Amsterdam streetwear, translating life around the water into graphic T-shirts, washed finishes, relaxed silhouettes and recurring details such as the wax-comb motif.
The result extends beyond traditional surfwear. Its references remain visible, but feel just as natural in the city as they do by the water.
The same mindset shapes the community around the brand. Surfers, musicians, filmmakers and other creatives come together through campaigns, surf trips and gatherings, connected by a shared passion rather than a single definition of what a surfer should be.
A natural connection to Munich
That spirit also connects New Amsterdam to BSTN. Munich might be far from the sea, but the Eisbach wave has made surfing part of the city’s identity, bringing people together in the middle of an urban environment.
Different setting, familiar mindset: surfing shaped by the places and people around it.
New Amsterdam recently brought that connection to our hometown with its documentary UPSTREAM, exploring the culture surrounding Eisbach surfing. The project reflects a wider European surf community – one connected by shared experiences, despite different cities and conditions.
Keep moving between worlds
What began as an alternative perspective on Dutch surf culture has grown into an international brand, with a retail presence across 20 countries. Yet its central idea remains unchanged: surfing is about more than the time spent in the water. It’s the journey, the community and the culture that grows around it.
New Amsterdam Surf Association brings that perspective into contemporary fashion – surfwear informed by the city, streetwear connected to the water.
