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The History of The New Originals: Performance Clothing for Creatives from Amsterdam

The New Originals, or TNO for short, is an Amsterdam streetwear label that emerged from the creative energy of a group of friends and has developed into one of the most exciting young brands in the European streetwear scene.

Its beginnings date back to 2011, when a group of close friends started a blog to share their common interests in fashion, design, and music.
At the same time, the collective made a name for itself in Amsterdam's nightlife under the name TNO SoundSystem by hosting parties in the city's trendiest venues.
In 2015, Rizky Lasahido, Maru Asmellash, and Eben Badu formalized the project and founded The New Originals as an independent brand.

The Philosophy: Thinking Out of the Box

TNO positions itself as a brand that creates performance clothing for creatives.
Behind this claim lies a clear attitude: the founders believe that everyone, regardless of origin or background, carries creative potential within them and can unleash it through "Thinking out of the Box." The eponymous "Box" is also reflected in the design.
The iconic 9-dot logo symbolizes the box, the riddle that can only be solved through unconventional thinking.

Design, Collections, and Cultural Roots

TNO's collections combine urban silhouettes with graphic prints, strong typography, and premium material quality that surpasses what one would expect from many streetwear labels in this price range.
Hoodies, crewnecks, T-shirts, and outerwear form the core business, complemented by regular collaborations and limited drops.

What distinguishes The New Originals from many other labels is its deep roots in the Amsterdam creative scene.
The brand operates its flagship store at Zeedijk 60, right in the heart of the city, and functions not only as a retail space but also as a meeting point for the community.
TNO thus stands in line with Amsterdam brands like Patta, Daily Paper, and Filling Pieces, which have made the Dutch capital a serious center of European streetwear in recent years.

The New Originals at Coziness

At Coziness, we carry The New Originals because TNO stands for exactly the values that drive us as a concept store: creativity, individuality, and the conviction that streetwear can be more than just printed basics.
TNO pieces have personality and are made for people who don't let themselves be pigeonholed.