WORDS BY DANIEL RAMSDALE-HARRIS
Amsterdam based brand Daily Paper have foreseen a meteoric rise within the streetwear industry since it’s humble beginnings back in 2010. Founded by 3 best friends, Jefferson Osei, Abderrahmane Trabsini and Hussein Suleiman, the menswear label is inspired by African heritage aesthetics with modern design.
The trio take advantage of their African backgrounds by utilizing traditional fabrics and prints on a wide range of ready to wear to garments, which has expanded massively in the last 9 years from a focus on simple graphic branded apparel to hitting the catwalk at London Fashion Week last year with their collection in collaboration with What We Wear. Revolutionary.
To add, the brands street-ready pieces, which often include all over prints, big graphics and relaxed fits, coupled with their military type re-works on traditional African fashion pieces, have proved a big hit amongst the streetwear community, cultivating an audience of 178,000 people on Instagram. Huge!
With a devotion to high quality garments, fine detailing, culture and a passion for their target markets goal to achieve individuality, it’s no surprise to see the brand being successful on a brick and mortar front as well, which is often the case for brands who understand mobile and exactly who their target market is. With 2 stores in Amsterdam and several pop-up stores across Europe within the last year, Daily Paper is really starting to cultivate a loyal group of customers around the world. Global.
From a personal standpoint, it’s great to see a streetwear brand grow so quickly and gain popularity in what is an extremely hard community to break into, as well as achieving longevity when so much emphasis is placed on OG brands. With a recent collaboration with PUMA, the Dutch label is getting the recognition from retail giants that is deserves. And you can take my word that this a brand that will continue to grow and reach new heights. If it doesn’t, feel free to call me out on that day!
If you haven’t heard of them, then surely you must have been living under a rock for the last year? Have a gander here, you won’t regret it!