In the 1700s, the French hated potatoes. They were considered pig feed, sometimes even poisonous. One man changed that without a single advertisement, using a version of scarcity marketing that still sells out clothing drops today. The Man Who Sold…
The GoodPeople In 2008, Ivo van Deyzen walked into Dutch clothing shops with one sweater he had designed himself. No brand behind it, no investors, no plan B. Just a sweater and a conviction that there was room for something…
Bram Korsten grew up in the south of the Netherlands, surrounded by nature, gardens, and the kind of childhood that stays with you. Years later, after leaving a well-paid job behind, he turned those memories into a clothing brand. He…
Most brands build their message around a feeling. Live in Peace built theirs around a question. “Why do we only rest in peace if we can live in peace too?” That is the line the brand was founded on, started…
Most brands start with a product. Desmirages started with a feeling. The founder spent seven years traveling the world as a content creator, staying in iconic hotels and legendary resorts across the Mediterranean and beyond. He kept running into the…
Most people who are frustrated with an industry complain about it. Klaus Buchroithner did something different. Growing up in Eferding, a small town in Upper Austria, Klaus took over his parents’ skate shop as a teenager. What he found there…
Most clothing brands are built from a mood board. Saint Blanc was built from a scene. Mitchell and Cameron grew up in the same small town but really found each other in Amsterdam’s nightlife. Being embedded in that world meant…
The World Cup is on. And for clothing brands, that is bigger than a sporting event. Right now, the football shirt is one of the most culturally relevant garments on the planet. Not because of the sport, but because of…
Most clothing brands launched in 2023 no longer exist. Fattorino Innamorato does. Founded by Thijs Pannekoek, a Rotterdam School of Management student who was running an electric bike rental company on the side and working part-time in healthcare and sales,…
In January 2024, three men walked into the Drents Museum in Assen, the Netherlands, and walked out with one of the most valuable objects in the building: the golden helmet of Cotofenesti, a 2,500-year-old crown jewel on loan from Romania,…