The New Originals

Amsterdam Streetwear for Creatives & Innovators

Man-Owned | <$50-$100+ | International Shipping | In-Store | Amsterdam, Netherlands

Rizky Lasahido, Maru Asmellash & Eben Badu (Founders)

Behind The Brand

What started in 2011 as a blog and party collective in Amsterdam evolved into The New Originals (TNO) — a fashion brand founded by Rizky Lasahido, Maru Asmellash, and Eben Badu. Drawing from music, nightlife, and the city’s pulsing creative energy, they built a label grounded in divergent thinking. Their signature 9-dots logo is a puzzle in itself, a metaphor for solving problems by stepping outside the box.

TNO’s collections are designed for “creatives”— unisex, performance-driven pieces that feel as natural in a studio as they do in the streets. Their garments use durable cotton blends, dense French terry, and are made in small, carefully audited batches across Europe and Asia. They blend function with form, turning streetwear into a lived philosophy.

More than fashion, The New Originals stands for freedom: freedom of expression, of background, of mind. Their mission is to bring people together by celebrating differences.