NEW AMSTERDAM SURF ASSOCIATION

New Amsterdam Surf Association is a Dutch surf-streetwear brand founded in Amsterdam by former professional windsurfer Paul Zeper. Acting as a counter-movement within surf culture, it embraces the gritty reality of surfing in Northern Europe—cold waters, muddy shorelines, and grey skies—rather than the typical tropical imagery. The brand’s aesthetic is minimalist and utilitarian, with clean lines, neutral palettes, and functional silhouettes designed to transition seamlessly between city life and surf life. Its symbol, the oyster, reflects this philosophy: tough and resilient on the outside, yet containing hidden beauty within, much like the balance between urban environments and natural elements. Beyond clothing, New Amsterdam Surf Association fosters a community of people who share a passion for surfing under imperfect conditions, celebrating authenticity over cliché.