The New Originals is Amsterdam streetwear built on community, creativity, and multicultural identity — founded by three friends who turned a blog into one of the Netherlands' most talked-about labels.
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See all ads on AdLibrary →The New Originals (TNO) is an Amsterdam streetwear brand founded in 2015 by Rizky Lasahido, Maru Asmellash, and Eben Badu — three friends who started a fashion and music blog in 2011. The brand makes performance clothing for creatives, rooted in Amsterdam's multicultural identity. High-profile solidarity campaigns and community-first storytelling have made TNO one of the Dutch fashion scene's most culturally significant labels. Also searched as The.
TNO's advertising is inseparable from its community activism. The brand elevated through cultural moments — most notably BLM solidarity drops — that generated massive earned media before any paid amplification. Their paid social strategy reinforces community belonging rather than pushing product conversion. See The New Originals' ad creative on AdLibrary to study purpose-driven streetwear marketing.
Instagram is TNO's home platform — organic storytelling, campaign editorials, and community features drive a highly engaged following. Paid activity amplifies drops and key cultural moments. The brand's visual language is distinctly Amsterdam: diverse cast, urban settings, and high-contrast editorial photography.
Creative themes centre on creative potential, multicultural Amsterdam identity, and performance for everyday life. Copy is inspirational and community-addressed — speaking to 'creatives' as a tribe rather than consumers. Limited drops and capsule collections provide structured launch moments for paid amplification.
TNO is a masterclass in brand-as-community. Their growth was not built on media spend but on authentic cultural positioning that earned press, social sharing, and word-of-mouth. For streetwear and lifestyle brands, the lesson is that a clearly defined cultural identity creates an audience that markets on your behalf — paid media then accelerates what community already built.
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