Daily Paper, the Dutch streetwear label of the moment, will open a store in New York before the end of the year. What started as a gimmick ‑ designing T-shirts to promote a blog ‑ has now grown into a full-fledged and successful clothing brand.
Champions League
“This is really our time. We were in the Eredivisie and are now going to the Champions League. Primetime.” For example, co-founder Abderrahmane Trabsini announced the opening of the first own store in New York in the Dutch business newspaper FD. “From the moment we were successful, we said that our first foreign store should be in one of the major European fashion capitals or New York. Our website attracted a lot of traffic from America, so the choice was made quickly,” explains his companion Hussein Suleiman the choice for New York.
And saying that it all started as a gimmick to raise awareness of their blog about fashion, music and sports. “Some people had never heard of our blog but wanted a shirt like this,” said third co-founder, Jefferson Osei. In the meantime, the blog has become a thing of the past and Daily Paper has grown into a full-fledged clothing brand. The hoodies, t-shirts, joggers with side logos and nylon shoulder bags seem to be flying out the door. The secret? “We are not made up, our stories and what we do are real. That appeals to a large target group, including people who find little connection with other brands,” says Suleiman.
180 points of sale in 29 countries
Three years ago, the trio opened their first store in the Bilderdijkstraat in Amsterdam-West. The products are now on sale at 180 points of sale in 29 countries. Daily Paper has already made collections with the German sports brand Puma, has collaborated with photo museum Foam and with cosmetics brand L’Oréal. The label recently opened a brand new headquarters in Amsterdam’s Westelijk Havengebied, close to established brands such as Diesel, Calvin Klein, Tommy Hilfiger and Viktor & Rolf.
It is therefore not surprising that the label can now enjoy a growing interest from major (luxury) players. Although the three Dutch are holding off for the time being: “We have built this as three independent individuals, so the tent is still closed for the time being. We are far from expanded. We were 23 when we got into fashion. The first ten years see I as a school. We’ll see what comes next.”
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