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Brain Games

The New Originals unveils theirĀ  SS21 drop

Get your thinking hats on, because Amsterdam-based streetwear brand The New Originals are playing games for SS21. Following on from previous teasers that featured the classic game of chess, the new campaign (aptly named Brain Games) brings even more fun. Featuring graphic logos, bright coloured prints and the iconic red square monogram, the collection once again takes stock of the creative brand’s penchant for play. In an accompanying Insta post that reads “play is a crucial element of creativity” the campaign references how experimentation is a means to be free. We couldn’t expect anything less than from this group of clothing artistes. Head over to their website on Jan 18th and go nuts for this drop, because the time for games is here!

Brain Games launches online on Jan 18th.

Photography by Iris Haverkamp Begemann

Words by Rose Holmshaw