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Situated right in the city heart of Amsterdam, the store literally became the center of attention by bringing new excitement to the Dutch streetwear scene.  Soon after the opening of the store, the logo was used to make a small batch of t-shirts for friends, family and loyal customers.  Out of love and necessity rather than profit and novelty, cette application opened it’s doors in 2004.  With a strong DIY mentality, the team travelled the world to bring back never-before-seen sneakers and apparel back to the Netherlands.  As demand was higher than expected, more were made and eventually evolved into our in-house brand.  Over the years, collaborations with brands like ASICS, Nike and Levi's materialised.  While special projects with artists like Dana Lixenberg, Conway & Alchemist, Thijs Kauffmann and others showcase the brand's cultural curiosity.