To introduce the brand there was a remarkable soft launch at the Dutch Design Week in 2019. He was supported by Friends for Brands and their Friends Foundation, Niem Tewarie (co-founder of creative agency FFONO), and the Municipality of Rotterdam. A social enterprise to help youngsters gain experience at this local coffee brand and restaurant. Besides being an inspector at Rotterdam Police he is also the co-founder of Heilige Boontjes. The idea for the Hedone came from Marco den Dunnen.

From Friday, February 25th the collection is available at the webshop, Cuts & Locks on Teilingerstraat and the ABCND Store in Amsterdam. Entrance is free) the clothes can be purchased at a discount. During the Hang Out Session (February 24th, 5 to 10 PM.

Barber Mellie offers haircuts and there will also be a living model showcasing some of the products. All gear is produced responsibly, socially and sustainably in the Netherlands, or at factories affiliated with the Fair Wair Foundation.ĭuring the presentation in het Gemaal op Zuid (made possible by Cultuur Concreet) there is music, art and spoken word by local artists like Mo Jakob, Tiziana and Ruhwel. Executed in luxurious materials like corduroy and with a leading role for royal blue. This trend is translated into a number of essential streetwear items. Nowadays this influence even reaches the ‘higher social’ layers. Hip-Hop has had a tremendous influence on music, dance, art, and fashion. The new collection celebrates the influence of early New York street culture in contemporary pop culture. The new collection is presented today (February 24) at Gemaal op Zuid. The Rotterdam-based company also aims to reduce crime by offering risk youth an alternative way of earning income and gaining status. Hedone is a streetwear brand that aims to raise awareness about recreational drug consumption.