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Vermeer hits the waves with New Amsterdam Surf Association

The world of the Dutch master can now be seen in the contemporary designs of the streetwear brand


We love it when unexpected creative mediums come together, and who is more unexpectedly remarkable than Rijksmuseum and New Amsterdam Surf Association? Celebrating their latest Vermeer exhibition (also, the biggest Vermeer collection to date), the world of the Dutch master can now be seen in the contemporary designs of streetwear brand, New Amsterdam Surf Association. The brand, made by surfers, has always championed taking traditional concepts and placing them out-of-context — I mean, surfers in Amsterdam for a start — and this time they have pushed their classic street style aesthetic into the world of classic art.

This collaboration sees a truly thought-out capsule collection, taking the familiar silhouettes of the brand (and some new), and reworking their vision as a modern interpretation of iconic works such as the Milkmaid. Speaking on this modern translation brand founder Paul Zeper recalls the interesting re-redefining quality fashion can have over art; when placed on a cap, a tee-shirt or even a scarf, the group of people that admire the work drastically changes and opens a dialogue to a whole new audience.

Within the capsule collection, we see an embroidered cardigan with the ‘Milkmaid’ embroidered on the back, inspired by the rough strokes that are present when up close to the painting itself. We also see a blue jacket that symbolizes the skirt worn within ‘Woman Reading a Letter’, alongside a silk scarf from ‘The Little Street’ (spot the surfboard hidden within).  Other pieces in the collection showcase Vermeer’s works translated into an iconic teddy jacket, a relaxed shirt and 5 organic tees and a long sleeve coming in the iconic colourways used by Vermeer.

The collection is available from April onwards in Rijksmuseum, New Amsterdam Surf Association’s flagship store and webshop and selected retailers.

Words by Grace Powell