New Amsterdam Surf Association

What New Amsterdam Surf Association does

New Amsterdam Surf Association is an Amsterdam-based direct-to-consumer surfwear and streetwear fashion brand founded in 2018 by professional windsurfer Paul Zeper. The company designs and sells apparel organized across four core categories — tops, bottoms, outerwear, and accessories — plus a footwear line developed through a collaboration with Japanese brand Suicoke, with unit prices ranging from €15 (socks) to €499 (surfboard bags). Distribution is operated entirely through owned channels: an e-commerce website (newamsterdamsurf.com), an Amsterdam flagship store on Nieuwezijds Voorburgwal, a separate Archive Webstore for past-season inventory, and occasional pop-up activations including a 2024 Munich event with Akkvrat Space. Products ship to the Netherlands, Belgium, Germany, Western Europe, and worldwide, supported by PostNL, DPD, and UPS logistics and standard European payment processors.

The brand is positioned as a counter-movement to traditional tropical-beach surf culture, targeting European urban surfers and fashion-conscious consumers who blend city life with cold-water surfing at locations like Wijk aan Zee. Its underlying technology stack is a standard commerce platform — a Sanity-hosted storefront with external payment processing and third-party shipping and returns integrations — without proprietary AI, platform, or data assets. There are no patents, regulatory licenses, or technology partnerships disclosed.

The business model is one-time retail sales of physical apparel and accessories, complemented by capsule drops, end-of-season promotions up to 40% off, and collaborations that extend the product line into adjacent categories. Marketing is content-led through Instagram, TikTok, LinkedIn, Facebook, Vimeo, an email newsletter, and a long-form Journal featuring team profiles and surf-trip storytelling. The company is privately held and founder-owned, with 14 employees, no disclosed institutional funding, and no parent company; revenue figures are not publicly disclosed.

Name

New Amsterdam Surf Association

Legal name

New Amsterdam Surf Association

Website

https://newamsterdamsurf.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

New Amsterdam Surf Association is an Amsterdam-based direct-to-consumer surfwear and streetwear brand founded in 2018, selling tops, bottoms, outerwear, accessories, and collaborative footwear (Suicoke) through its e-commerce site, one Amsterdam flagship store, an archive outlet, and occasional pop-ups across Europe.

Ownership category

akta.pro rank

Product category

Surfwear and Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Swim & Surf Performance Wear (CRAAAEAG), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)

Keywords

• Surfwear fashion
• Streetwear apparel
• Urban surf clothing
• Workwear inspired apparel
• Cold water surf gear

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Apparel and Accessories Sales: Direct retail of clothing and accessories including tops, bottoms, outerwear, footwear collaborations, bags, socks, and caps through e-commerce and flagship store. One-time product purchases as the primary revenue stream.
2. Footwear Collaboration (Suicoke): Collaborative footwear products including slides (€190) and boots (€280) sold through the brand's retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

New Amsterdam Surf Association designs, produces, and retails its own line of surfwear and streetwear clothing organized into four core categories: Tops (tees, shirts, longsleeves, hoodies, sweaters, knitwear, suiting), Bottoms (jeans, joggers, trousers, shorts, swimwear), Outerwear (coats and jackets), and Accessories (caps, socks, bags and wallets). The brand operates a direct-to-consumer model through its own e-commerce site and a flagship store in Amsterdam, releasing seasonal collections such as the AUTUMN/WINTER 2026 'SAFETY' line, with prices ranging from €15 (socks) to €499 (SURFBAG PRO COFFIN) and periodic end-of-season sales of up to 40% off. It also offers a Suicoke footwear collaboration and a discounted Archive Webstore for past-season merchandise.

Product overview

New Amsterdam Surf Association is an Amsterdam-based surfwear and streetwear fashion brand founded in 2018. The product offering is organized across four core categories: Tops (including Tees, Shirts, Longsleeves, Sweaters, Hoodies, Knitwear), Bottoms (Jeans, Joggers, Trousers, Shorts, Swimwear), Outerwear (Coats, Jackets), and Accessories (Caps, Socks, Bags). The brand features flagship products including the Work Trousers line, Competition Shorts, Logo Hoodies, and various t-shirt styles. Notable offerings include the NASA X SUICOKE footwear collaboration and the Archive Webstore for discounted past-season items. The current AUTUMN/WINTER 2026 'SAFETY' collection explores themes of pressure and safety with a focus on workwear-inspired designs combining 100% cotton, polyester blends, and wool fabrics. The brand operates a flagship store in Amsterdam and ships throughout Europe and internationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Tops (Tees, Shirts, Longsleeves, Sweaters, Hoodies, Knitwear, Suiting) Core apparel category of New Amsterdam Surf Association featuring t-shirts, longsleeves, crewnecks, hoodies, button-up shirts, flannel shirts, knitwear, and suiting pieces designed for urban wear and surf activities. Prices typically range from €70 (tees) to €170 (shirts).
• Bottoms (Jeans, Joggers, Trousers, Shorts, Swimwear)
• Outerwear (Coats and Jackets)
• Accessories (Caps, Socks, Bags and Wallets)
• NASA X SUICOKE Footwear Collection Co-branded footwear collaboration between New Amsterdam Surf Association and Japanese brand Suicoke titled 'Perceptions of Workwear', combining neoprene surf-boot elements with Japanese tabi-boot features. Includes NASA X SUICOKE Slide (€190) and NASA X SUICOKE Boot (€280).
• Archive Webstore (Past-Season and Sample Items)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Tao Schirrmacher (Lost n Drowned)minorStrategic or Co-development Partner · 31 October 2024Limited edition graphic tee collaboration for Munich trip. Tao founded 'Lost n Drowned' project to showcase goods found while diving in the Eisbach river. Design collaboration created original artwork for the Munich pop-up event.
• SuicokecoreStrategic or Co-development PartnerFootwear collaboration titled 'Perceptions of Workwear' bringing together New Amsterdam workwear aesthetics with Japanese workwear traditions. The collaboration merged surf boot design elements (neoprene) with Japanese tabi boot features (above ankle fit, split toe). Products include slides (€190) and boots (€280) featuring neoprene, leather, and steel trims inspired by New Amsterdam's core surf spot at Wijk aan Zee adjacent to steel factories.
• ZEDSLEDSminorStrategic or Co-development PartnerSurfboard shaping collaboration. ZEDSLEDS is a UK-based surfboard shaper who connects with New Amsterdam through team rider Mees. The brand offers custom surfboards available at the New Amsterdam flagship store.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Patagonia: Global outdoor and surf apparel leader with extensive surf-specific product lines, retail network, and brand authority. Overlaps with NASA on outdoor/surf apparel and sustainability-oriented positioning but operates at vastly larger scale with broader category coverage.
• Vissla: Established California surf apparel brand with broader product range, larger distribution, and multiple surf category extensions. Comparable in surfwear category and lifestyle positioning but operates at significantly larger scale and broader market scope.

Direct peers

• Rhythm: Australian surf lifestyle brand offering tees, shirts, headwear, and accessories with vintage-inspired prints. Comparable for shared surf-lifestyle apparel positioning, seasonal collections, and multi-channel DTC distribution including flagship retail.
• Wasted Talent: UK surf-inspired streetwear brand producing tees, hoodies, and workwear-adjacent apparel with strong graphic identity. Comparable as a boutique European surf/streetwear label with similar pricing and audience of fashion-conscious surfers.
• Finisterre: UK-based cold-water surf and outdoor apparel brand with similar positioning around responsible, function-first clothing for cold-water surfers. Most directly comparable peer given shared cold-water surf ethos, DTC model, and emphasis on technical workwear-meets-surf aesthetics.
• Afends: Australian surf and streetwear brand producing hemp-based apparel, shorts, and accessories with an alternative surf culture ethos. Comparable for surf-culture-rooted brand storytelling, apparel-heavy assortment, and DTC plus flagship retail distribution.
• Roark: California-based adventure and surf lifestyle apparel brand with vintage-inspired workwear collections and storytelling-driven marketing. Comparable for workwear-meets-surf product mix, themed seasonal collections, and content-led DTC growth strategy.
• Deus Ex Machina: Australian-originated surf, moto, and lifestyle apparel brand blending surf culture with fashion and cafe/showroom retail concepts. Comparable due to multi-category apparel, café/showroom flagship model, and lifestyle brand storytelling across multiple channels.
• Rooster Brand: UK cold-water surf brand producing tees, accessories, and surf hardware with strong European surf community ties. Comparable for cold-water surf positioning, apparel + accessory mix, and community-driven brand identity in European surf markets.

Regional players

• Sturdy Brothers: German surf and lifestyle apparel brand based in Europe with surf-community-driven content and apparel-focused product mix. Comparable for European surf-streetwear positioning, though primarily serves the German-speaking market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/newamsterdamsurf
• Facebookfacebook.com/newamsterdamsurfassociation
• LinkedInlinkedin.com/company/new-amsterdam-surf-association
• Instagraminstagram.com/newamsterdamsurfassociation
• TikToktiktok.com/@newamsterdamsurf

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Amsterdam Surf Association