The New Originals

The New Originals (TNO) was founded in 2015 by Rizky Lasahido, Maru Asmellash and Eben Badu in Amsterdam, after the trio had already been active as the fashion, music and design blog and party collective “TNO SoundSystem” since 2011.

With its motto “Think Outside the Box” – symbolized by the 9-dot logo from the famous brain teaser – the brand aims to promote creative people of all backgrounds and encourage unconventional ideas.

TNO started as a blog and event series in the Amsterdam nightlife scene and quickly grew into a streetwear label that designs performance pieces for “creatives” – durable, gender-neutral, and suitable for everyday use.

The 9-Dots logo is reminiscent of the puzzle where you can only solve all the dots by leaving the outer lines – a metaphor for TNO's ambition to push boundaries.

LinkedIn’s mission emphasizes building bridges between communities and strengthening individuality through “divergent thinking.”

TNO focuses on durable cotton blends, dense French terry hoodies, and high-quality accessories, producing primarily in Europe and Asia in small, transparently auditable batches – with a focus on longevity rather than fast fashion.

• Foot Locker “Striper” Jersey (2021): TNO redesigned the sneaker retailer’s iconic uniform and introduced mascot “Freddy.”
• Filling Pieces “Flow-1” sneaker (2024): Limited edition suede, inspired by 70s running shoe designs, as a tribute to the friendship between two Amsterdam brands.
• de Bijenkorf Concept Space (2019): Opening of the luxury space with four presentations by TNO, including an exclusive capsule with the department store.
• Joint drops with Daily Paper, Patta, SMIB & Olaf Hussein strengthen the Black entrepreneur network in NL.
  
  

Zeedijk 60 became a hotspot of Amsterdam's streetwear district in 2016 as a multi-brand store (with Bonne Suits & SUMIBU); in 2021, the flagship store moved to the neighboring address Zeedijk 59.
Pop-up exhibitions in the de Bijenkorf department store and regular garage sales deepen the community connection.

• CATNA – Creatives Are The New Athletes: Tracksuits, tees and coach jackets that combine athletic function with art graphics.
• Soundsystem Line: References to the roots of nightlife through DJ and audio motifs.
• Freddy Mascot Series: Capsule drops centered around the cartoon mascot, which represents creativity and playfulness.

Discover performance streetwear from Amsterdam – from CATNA essentials to limited-edition sneakers to collaborative art pieces. Think outside the box and secure your next creative look.