Read Time5 MIN
Now, their label’s epitaph is so succinctly depicted as “performance clothing for creatives”; an ingenious acknowledgement of the immense cultural shift we have seen in the last few decades in which creatives truly are the wayshowers of the future, and those that stand at the forefront of what is possible, and a nod to their own origins as multi-hyphenated creatives.
With a growing emphasis on streetwear as a democratic and accessible unifier of all these moving parts of culture, performance wear is becoming critical for people to navigate careers and life with comfort and consideration in what they wear. The New Originals are at the forefront of this - with numerous collaborations past and in the future, their recent collaboration with our ascending friends at Broke showcases what is possible for our South African scene; in a globalising world, transcending borders across continents is vital, and it’s happening as we speak. With that, we are incredibly excited to announce the release of The New Originals at Lemkus.
I think story-telling is what drives us; The New Originals is a platform to explore what our friends and peers are doing in different industries, and creatives around the world.” Being based in Amsterdam, the brand has a central space in Europe to extend outwards to the world, and this continues to instil the values of TNO, Eben reflects on this; “Everyday we feel like students, we approach our work as a pursuit of learning. Travelling is a big part of this, which is why coming to Cape Town recently was so incredible - and next time we will head to Jozi, for sure. DJs, chefs - anyone who has their craft and passion - is a teacher to us, and we imagine the kind of stories and design that would benefit them.”
“Story-telling has never been more important. If you meet someone, what would you want to tell them if the world is burning? With all the intensity of the world, our work is to create memories. Community stitches that together for us, and so TNO is about building language that we can all understand. Amsterdam shaped our world, as there are over 100 nationalities here. It’s interesting to see what we can reach individually and collectively."
The New Originals first drop at Lemkus - Available in-store and online on Lemkus.com on Monday, 23rd May '22