Probably 5 Min Read
NEWAMS Amsterdam, a brand with a story
Probably 5 Min Read
NEWAMS Amsterdam, a brand with a story
NEWAMS, the brand that started with a grandma.
When Luuk Schavemaker needed some extra hands and somebody with skills on the sewing machine he contacted his grandma. In the beginning, it was easy, placing some studs on old-school army jackets but after a few months, people wanted special and exclusive customized jackets. Because he did not know how to turn on a sewing machine, there was no other option than call grandma.
Grandma worked on the jackets for a few months and the brand-name LUUKSBRAND started to grow because of all the DJs and soccer players representing the customized jackets. At that time Luuk partnered op with his friend Stephen who was responsible for the design and marketing of the brand.
On a warm spring day, Luuk received a call from Julius, the head security of Beyoncé. He wanted to have a T-shirt with the logo of NEWAMS (a windmill) and the first seal of New York. He liked this piece because he is from the Netherlands and lived in New York so the Tee represented his roots with his homebase.
Stephen and Luuk went to the Mc Donald’s in Zaandam and met with Julius who took some back to Paris for the ‘On the run tour’ of Beyoncé and Jay Z.
Later that evening Stephen received a message from Julius that the head stylist ‘Ty Hunter’ and the dancers ‘Les Twins’ of Beyoncé worn the Luuksbrand jackets on stage during a performance with Nikki Minaj.
The start of NEWAMS Amsterdam
Soon more about this story
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