La Fam Varsity Jacket Black

The Story of La Fam Amsterdam: When Siblings Start a Creative Family

La Fam Amsterdam is a unisex streetwear label from Amsterdam, founded in 2017 by siblings Anna and Renze van Jaarsveld.
The brand name is a short form of "La Familia" and describes the core of what La Fam is all about: a family not limited by blood relation, but connecting creatives from all over the world.

The origin story sounds unusually simple.
Anna and Renze, then teenagers, were looking for a creative outlet alongside school and wanted to translate their special bond as brother and sister into a joint project.
Without fashion education, without industry contacts, but with a clear vision: to create streetwear shaped by hip hop culture, youth culture, and the creative energy of Amsterdam.
The first designs were self-taught, and the clothing is still produced in Amsterdam today.

More than a brand: Community, Events, and the Blog

What sets La Fam apart from many young streetwear labels is its uncompromising community approach.
The founders don't see La Fam as just a fashion brand, but as a platform for creative encounters.
This includes regular events in Amsterdam, which have long achieved legendary status, a blog with interviews and portraits of artists from various cities and disciplines, as well as pop-ups in cities like Paris, Antwerp, and London.

The list of creative partners reads like a who's who of the young European cultural scene: collaborations with Amsterdam's Paradiso, Parisian designer Dutreuil, and projects with artists such as NSG, Dorian Electra, Angèle, Easy Life, and Yurufuwagang from Japan show that La Fam truly lives its vision of cross-border connection.
Not an empty marketing formula, but lived practice.

Design: Color, Courage, and Playfulness

Visually, La Fam focuses on bold coloring, playful graphics, and a wide range of silhouettes: from popular varsity jackets to multi-colored tracksuits and pieces featuring the iconic Rico Character.
The founders encourage their community to embrace their inner child and wear the colors they loved as children, before they started caring about other people's opinions.
In an industry often dominated by restraint and dark palettes, La Fam is a conscious counter-design.

La Fam Amsterdam at Coziness

At Coziness, we carry La Fam Amsterdam because the brand embodies exactly what makes the Amsterdam streetwear scene so special: openness, creative fearlessness, and the genuine desire to build a community where everyone feels welcome.
La Fam pieces are for people who want to show their true colors and be themselves.