The New Originals

The New Originals is an Amsterdam label that describes what it makes as performance clothing for creatives. It says it aims for durable, long-lasting pieces that put the wearer's individuality first.

The story starts in 2011, when a close group of friends ran a blog about fashion, design and music. They then made a name hosting parties in Amsterdam's nightlife scene as TNO SoundSystem. Rizky Lasahido, Maru Asmellash and Eben Badu made it official in 2015.

The nine dots logo nods to the old puzzle that can only be solved by thinking out of the box, and that became the brand's motto. Beyond clothes, TNO runs a milkshake project and a yearly music festival with Smib.