Meet Novateur, the latest player in Amsterdam’s luxury streetwear game. What started out as a shared passion on fashion and an avid enthusiasm for the latest trends, is now an esteemed fashion label that’s beginning to turn heads.
“We are four young guys that took (and are taking) a leap of faith to show how a dream and a dollar is all you need.”
Photos courtesy of Novateur
Two years ago, founders Dave Verbrugge, Kyle Saffrie, Rio Uhlenbeek, and Celso Uhlenbeek, dove head-first into the streetwear industry. The only reason they have to look back? Learning from their mistakes. Their journey has been arduous and tough, even exasperating at times. But their determination to keep going, their adamancy to keep improving and polishing the materialization of their dream, has lead them to where they are today: On the path to being a key competitor in luxury streetwear.
Novateur is reconciling the roots of urban culture and clothing with luxury. Authenticity, and genuine love and care for their community. Let’s not forget where streetwear came from, the streets. The brand’s rawness makes for a unique outsider perspective that expands their possibilities beyond limitations of the fashion world’s tunnel vision, and caters to the individual realities of, simply and purely, people.
Urban culture may have been co-opted by big brands as a trend, but thanks to brands like Novateur, we are reminded of where the real heart of streetwear lies.
“We see ourselves, metaphoric, as a storm that is about to rage through the fashion industry. We have learned and adapted after making mistakes during the first collection. This feels like a fresh start”
Their latest drop is a testament to all the obstacles they have overcome. Titled ‘A Storm Is Coming’, the collection marks a rebirth for Novateur, a starting point if you will. Despite being Novateur’s second collection, to them ASIC feels like a first.
One thing’s for sure, the Dutch luxury streetwear brand has stepped up, and it is not stepping out. They have made great personal and professional strides in their growth since their beginnings. Moreover, their elation and eagerness to evolve is unparalleled, and their resolve to keep trying, to keep failing until you don’t, is admirable.
“We will be investing in our development every single day and we are sure that we will succeed in sharing our dream and passion as we believe are the key drivers to start a successful business.”
No doubt the future holds many surprised and countless possibilities for these boys. And when they get to the top, they’ll have to thank no one but themselves.