Dedicated Amsterdam SS17

SPRING - SUMMER 2017

#dedicated

AMSTERDAM

Since 1983 ...we have been dedicated to making the perfect pair of jeans.

We study and work with the material to create the coolest expression.

We are driven and determined. We are dedicated.

In our campaigns we travel to various destinations to find people who, like us, are dedicated.

We do not use models, we portray real people - people who are dedicated!

This time we went to Amsterdam!

D E D I C AT E D SS//2017

AMSTERDAM Intro - page 05

SVEN SIGNE DEN HARTOGH Multi disciplinary artist - page 06 NOVA DAN Carpenter & Entrepreneur - page 18

ROBERT GRAUWEN Manager of Amsterdam Denim Days - page 30

OSCAR BAANDERS Documentarist - page 42

DEYRINIO & ALJAN Designers - page 52

LUCIANO GOMEZ Guitarist - page 70

GINO CHRISTIANO DJ & P ro d u c e r - p a g e 8 0

JUSTIN VAN DER GRIENDT Roadie - page 90

-//-

Amsterdam is a bustling metropolis brimming with energy, creativity and innovation.

INTRO

05

More importantly, it is an international hotspot for creative industries.

Whilst competing with major metropolises like London, New York and Paris, the Amsterdam Metropolitan Area has its very own distinguishable charm.

The city competes to set itself apart by attracting some of the world’s top creative talents in advertising, fashion, design and culture. It is therefore typical to find many creative types choosing Amsterdam as the place to settle.

The city is a vibrant alternative compared with other major players. This is owed to its unique heritage, history, ingenuity and the city’s compact infrastructure, making it an incubator for ambitious individuals.

As is often the case in the creative industry, people are driven by their goals and will do whatever it takes to meet their deadlines. Yet in Amsterdam, you can expect to return home by bike or unwind by the canal-side café – these are just two simple aspects out of many that promote a healthier work-life balance.

The openness and opportunism of Amsterdam invites creativity, which has led to the sprouting of new hubs. These hubs have transformed empty, derelict buildings and industrial sites into hotspots for media, design and art. This rejuvenation has attracted the attention of expanding brands and subsequently, fresh talent.

Before hitting the city limits, we conducted some research into the entrepreneurial activity here. As we cycled through the narrow streets in search of dedicated creative minds, we found that the city has more layers than you would initially expect. The city is bursting with activity.

The combination of over 300 freak out festivals a year, numerous clubs, artistic pop-up studios with workspaces and backyard cafés in the alleyways is one aspect of Amsterdam’s vibrant nature. This combined with international arts, food and music make this timeless city certainly unique.

Amsterdam is truly a hub dedicated towards synergy and creativity. You can only scratch the multi-layered surface of Amsterdam if you haven’t had the opportunity to live there and see the many facades it has to offer.

SVEN SIGNE DEN HARTOGH Multi disciplinary artist

Sven Signe is a living embodiment of art. As he is neither the typical artist, photographer nor poet, it makes you wonder what inspires his talented soul. Moreover, it makes you curious how this person produces artistic pieces with such vibrant expressions.

We spend a day with Sven and his girlfriend to explore this upcoming talent’s view on art and artistic energy.

So tell us a little about yourself and your background.

My name is Sven Signe Den Hartogh and I was born in a small town called Vijk bij Duurstede, which is a really small town in the middle of the Netherlands. Three years ago I met my girlfriend and we moved here to Delft. Two years ago I started taking pictures and I sort of developed my passion from photography into art and poetry. I have always been into art and I love being creative with my mind, soul and hands. However, I never actually thought that it was something that I could make a living from.

When did you first discover your talent?

I actually think others discovered my talent. It was not something apparent to me even though I have always enjoyed photography. At one point, people around me said that I should get into professional photography and from there, I began to believe in my skills and abilities.

What does working as an artist give you?

Well, being an artist makes me feel alive. Art gives forms to energy, so being an artist is simply being alive. It is the meaning of life for me.

SVEN

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In your atelier, there is a large wall with a huge art piece. Could you tell us about it?

I always wanted to do a truly colossal painting so when I got the keys for my atelier, I thought that this is my opportunity. So one day, I began this artwork. Initially I did not have any idea of what the outcome would be. I just went with the flow and energy that day, and here is the final product. I actually never know what the outcome will be when I paint, but despite that, it turned out beautifully.

What do you call your style?

I have no idea what to call my style. I do not like labels or to be put in a box. I just want to create whatever I like and some people might think it is fashion, abstract or something else. However, I honestly have no idea what I am doing.

I simply like to create and that is it.

SVEN

10

What is your next project?

It is funny you are asking that because I am currently working on my two year plan - where I have listed all my dreams and hopes that I want to achieve. The plan includes everything from international exhibitions to publishing new books, and the drive for this plan comes from my core belief that anyone can achieve anything. I am not sure where these projects will end or where they will take me, but I would like to go international with my work regardless of the artistic category.

What is art to you?

I cannot give you a good answer to that because it includes many things and is therefore difficult to define. Art is everything and everywhere; it is both the creation of life and the imitation of life, so what precisely is it? Is not the way we move, think, dress, walk and talk also art? However, when I found this quote “art gives form to energy�, I felt like this is it! The quote is not mine but is taken from Jim Morrison of The Doors. I really like the quote because everything is energy. Life itself is energy. When I create, I provide form to the energy and in this way, convert it into something physical for people.

SVEN

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You mentioned earlier that you do not like labels, but when we observe you and your work, the style is visually striking. How do people react to you?

People may judge me and they might have preconceptions but they do not actually know me. Their ideas are always based on their first impression and beliefs, so it is their own psyche that creates a perception. No matter how unusual I may look or how tattooed I am, it will not change anything.

People who get really close to me see me the way I am through my style and my tattoos.

All in all, I think it is hard not to judge. It is a natural element of human behaviour which I also do myself. If I see a person with an extravagant style, like having many tattoos, I have certain thoughts but I think it should be avoided. We should not judge each other by the look, it is superficial and it does not say anything about us.

Prejudicial opinions are signs of your own personal issues, therefore when I judge someone, it is my own insecurity and absence of understanding at that moment, not the other person.

Can you tell us about the process you go through before creating?

Before starting an art piece, I always want to be alone to get inspired. The inspiration can come from anything; music, life, good conversations, love or whatever. I like to listen to love songs before I start making art, and then I just let things happen and go with the flow.

IKI DESTROYED JEANS RS1006 - REESE O-NECK KNIT COL. OLIVE GREEN - CLIFTON SOFT T-SHIRT COL. LT. GREY - JOUGO LEATHER BELT

sven

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What are the connections between your paintings and your photography? Are there any connections?

There is definitely a connection between all my artwork irrespective of whether it is poetry, paintings or photography. The source of all these creative outputs is myself and my personal desire of self-expression. Therefore, I believe it all has a certain connection and I think it is really pure. Also, I feel it is about making the world a little more beautiful.

You just published a book. Could you tell us about it?

The book is called “Letters to the Moonâ€?, and I have dedicated the book to my girlfriend because our love is the most precious gift ever. As a testament to our relationship, I thought it would be nice to create a book for our love, and you know a book lasts forever. It is eternal and really personal. I have simply written it to share my love with my girlfriend to the world. It is both photography and poetry all dedicated to her.‌ and the best part of it all, is that she loved it!

Where do you hope your talent will take you?

I hope my talent will take me anywhere I want to go.

I currently believe that not only my talent but my attitude can take me where I wish to go. Everyone, regardless of their age, can achieve anything they like. I know it sounds corny but I really believe that all can achieve their dreams simply by pursuing their goals, intuitions and their feelings.

Everyone has a different and individual end goal but for me, it would be living with my girlfriend, animals and nature.

However, I still have many plans to create exhibitions, write new books, paint more pictures and of course, take new photographs from around the world - so I have a lot of dreams. It is natural for me to search for ways in which to express my inner artistic vision and dreams.

SVEN

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You have just been selected for the new book “Dutch Photography Talent 2017”.

Can you tell us about that?

It is a big honour! I was really overwhelmed when I got the email because there are so many talents out there who create beautiful work and for me to be among them with my only book is really an honour. I am immensely grateful for their selection of me and for their appreciation of my work. I am looking forward to the final book and the exhibition that will follow.

Do you have any advice to other creative people?

Do whatever your heart desires. This may sound like a cliché but I truly believe it. Do not follow the path of the world or other people. Listen to your mind, heart and soul. Follow your own road and intuition, and do exactly what you feel at any point. You should only listen to yourself, as deep down you always know what is best for you and what to do when necessary. If you always ask other people what to do and never listen to your inner voice it will be difficult to reach your goals, other people do not know your path and your talents, so stop listening to others and do what your inner voice tells you.

NOVA DAN

Carpenter & Entrepreneur

As the sun sets over Amsterdam, we finally got hold of Nova, the self-made creative entrepreneur.

On the rooftop of his shop, we discussed his design business and the road to success whilst sipping lager beer.

For Nova, a social environment and a good network of friends have played a large role in the creative process, as well as the business direction.

Nova, please tell us a little about yourself.

I am Nova Dan. I have a mixed background; my mother is from Indonesia and my father is from the Netherlands. I am living with my girlfriend in Amsterdam, and I love working with my hands.

When did you discover your creative side?

I discovered my creative side when I was quite young.

I made my first race track out of wood for my electric go-cart when I was around seven. I also played a lot with LEGO. Yeah, LEGO has definitely had an impact on my creativity as a child.

What does working with your hands give you?

It is very satisfying for me to create something useful with my bare hands. Sometimes I ask myself, ‘What is the purpose of my life? Is it to become rich? Is it to create something that is of value?’ I simply love to create and see things come to life, from the first sketch to the final product. When it comes to fruition, I get this feeling of fulfilment — like ‘this is what my life is all about’; I feel this is what I was meant to do and now I have figured it out.

I always tell people that when you want to create value, wealth will automatically be a part of that value. But if you want to just create wealth, then you may not create value.

NOVA

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Do you have any regrets?

No. I don’t think so. If I do have a regret, it is that I would have started doing my own thing earlier in life. I would not have spent so many years at school. Our system in this world tells everybody what you should do and what rules to follow. Often the ones that break out of the system are the most successful people. The biggest pioneers in history all broke out of the system and did their own thing, walked their own way in life and created their own success.

Whom do you admire?

I have always admired a number of people. I am always inspired by people who are doing things differently and who are change makers or path breakers. I also look up to those who are daring enough to do something innovative, super different and creative. Also, I admire those who have had success and dared to invest in small projects deemed “sketchy” because they seemed like high risk projects.

Is there anything else you wish to share with us?

I want to inspire people to chase their dreams and think out of the box. Think about the fact that you only have one life.

It is now or never. Try different things and do not be afraid of failure, so just go for it. You have to start things as a hobby and then all of a sudden, you might live from your hobby.

If it becomes too stressful, you have to take a few steps back because then it is not fun anymore, and you will lose your creativity! That is what I have learned in the last few years as an entrepreneur; you must have a lot of fun when you are building your own company, so it is easier to funnel the creative energy. Then the workflow will become easier and things will start coming to you. It is like you have found the right road and your life will respond to that. Remember to set goals and do not get distracted along the way.

What is your dream job?

I already have it.

FIRENZE K2238 COL. BLACK - BROOKS CAMO SHIRT COL. CAMO BEIGE - BENTON SUEDE JACKET COL. COGNAC - HAYDEN GABBA BELT COL. BROWN

NOVA

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What does living in Amsterdam give you in terms of creativity?

I get most of my inspiration from socialising with people rather than the things that surround me. There is such a great variety of people here in Amsterdam so everyday where I walk or cycle, I meet people with all sorts of creative personalities. I also get inspired from structures such as buildings, trains and buses. I might not use it there and then, but I will save it in my mind for later on.

Where do you see yourself in five years?

In five years, I would have a solid business, a nice house with my own small workshop for personal hobbies, and a bigger workshop with perhaps ten people working for me.

I would love to be surrounded with people in a creative environment, where I feel that I am doing business together with friends.

I get most of my inspiration from socialising with people rather than the things that surround me

NOVA

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As a self-made entrepreneur, what advice would you give to young entrepreneurs who want to succeed?

First and foremost, I always tell young entrepreneurs that there are no shortcuts to success. Everyone is in a hurry to succeed. I keep telling young people, “don’t be in a hurry to succeed”, because there is a certain path you have to go through. In the beginning, you have to spend years working hard. I also tell them that “success comes with material sacrifice”. It is also okay to make mistakes but we should learn from our failures. Only then can you become a sustainable entrepreneur. Always think positively and do not underestimate yourself. Take on board all the negative and positive feedback. Most importantly, do not be afraid, just do it — like Nike says.

Tell us about your creations.

We are building anything from barbecue grills to benches, tables, chairs and furniture for restaurants, and other similar stuff. We work with steel and wood mainly. Most of the time I try to use recycled wood because there is so much waste in this world. I hate that. Sometimes you can be really lucky to get some very expensive materials for a low price, and create amazing wooden chairs or other furniture from it.

Where will your craftsmanship take you?

I hope to gain proficiency in carving wood and welding, so one day I can build my own ship and just travel. The ship or boat will be made with my own imagination, skills and hands. I hope to get better tools along the way so that I will be able to make even greater and better designs.

NOVA

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Always think positively and do not underestimate yourself

ROBERT GRAUWEN Manager of Amsterdam Denim Days

Working his way up the denim ladder, Robert is one of the key players in the Amsterdam denim industry today. He is organising denim events and structures the platform for the denim network so competitors can become partners and equal developers in this hard core fashion industry.

We met Robert at Denim City where he talked us through what the location has to offer and his vision for the capital of denim... Amsterdam.

Hey Robert, could you tell us a bit about yourself and your background?

When I was 16 I started working for a retailer as I have always wanted to work with fashion and people. I felt that I wanted to learn more, so I picked a cool shop I wanted to work for. After I repeatedly asked to get a job there, I got lucky. I started working on Fridays, Saturdays and Sundays and I followed the owner at fairs assisting in the buying process. I have learned a lot and the company changed from selling suits to selling jeans. I worked there for ten years and meanwhile I finished my study at the Amsterdam Fashion Institute.

In 2013 I thought it was time to move on and try something different, so I was fortunate to get hired at the Modefabriek trade show, where I was made responsible as sales manager for the denim brands. One of the owners of Modefabriek is also board member of “House of Denim� and in 2014 we arranged a major denim event called Amsterdam Denim Days. This is how I got involved in the Amsterdam denim industry.

Could you please tell us about Denim Days?

Amsterdam Denim Days started from House of Denim, a non-profit organisation that was founded by James Veenhoff and Mariette Hoitink.

The foundation’s slogan is “Towards a Brighter Blue”, because the whole denim industry is polluted and it is really not good for the environment. House of Denim wants to make the denim industry more sustainable by recycling, using less water and in general thinking more about the environment while making denim. House of Denim started several initiatives, Jean School - the first jeans education worldwide - is one of them.

Amsterdam Denim Days is the event where all elements of the denim scene come together, a denim festival for people dedicated to denim. We want to make the industry more transparent, by sharing knowledge and passions. The funny thing is, suddenly we saw denim brands starting to team up and help the event to become a great success.

Now we are excited about the fact that the event - public to all denim lovers - will spread its wings to New York.

How important is the Jean School to Amsterdam?

I think it will not only be important for Amsterdam, but also for the rest of the world. It is very exciting because a lot of knowledge is coming from Amsterdam.

Robert, what is your opinion of the jeans culture of Amsterdam?

When you look at cities such as Milan, London and Paris, it is always about fashion and haute couture. This is not what we are like, as we Dutch are much more casual. Every Dutch person has an average of seven jeans in their closet.

ROBERT

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ROBERT

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What is your favourite denim?

Normally I choose raw denim, because raw denim is going to be personal over time and it is not predone. After a period of time you will feel that they have grown into your personal jeans. I like good quality and nice fabrics.

The Denim City has this old denim archive. Could you tell us about it?

The archive is a really cool place in Denim City. They got support from some of the leading denim brands in the industry with setting up the archive.

This amazing archive is made for students and companies. The purpose of this archive is that you can use old jeans or old fabrics as inspiration for new collections, so that you will be able to see how wash treatments will be after 20 or 30 years of wear. Some key players in the denim industry gave us their personal collection or items just to help Denim City establish a great archive.

ROBERT

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Denim City Globally, Amsterdam has a large density of denim brands which are well-known all over the world. International brands have their head offices in Amsterdam. This means there is a continuous demand for denim talent in the Netherlands or Dutch talent in the rest of the world.

In 2009, James Veenhoff and Mariette Hoitink started the foundation House of Denim, a platform for craftmanship and innovation in the denim industry. In order to be innovative, education is a crucial element but a jeans education appeared to be unavailable anywhere in the world.

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ROBERT

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In 2012, the doors of the first and only Jean School in the world opened in Amsterdam. An education where young, creative and driven people will learn the craftmanship of denim design and development.

This education literally provides them with job opportunities all over the world.

In addition to the Dutch education, the Jean School in cooperation with House of Denim, recently started a one-year English-speaking education. This is especially developed for foreign students and Dutch students with a diploma, or students who have a propaedeutic certificate and most of all, are dedicated to denim.

We want to have a much healthier denim industry, use recycling and think more of the environment while making denim.

ROBERT

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OSCAR BAANDERS Documentarist

Having been raised in the streets of Amsterdam, Oscar has seen the changes that have taken place in the city’s Red Light District over the years. The characters that have crossed his path have made him wonder how different people’s motivations affect their behaviours and decisions in life. Therefore, he has dedicated himself to filming documentaries about people and their dreams.

Through these documentaries, he has captured the diversity and dreams of the people that exist in Amsterdam.

Please tell us about this area in Amsterdam.

The red light district area has always been one of the roughest due to all of the prostitutes operating here. Until 1995, this area was so dangerous that there used to be a sign that said, “Enter Red Light District at Your Own Risk” because the police didn’t even come here. My father used to live in Amsterdam about 20 years ago and he told me some of the craziest things that happened here. There were squatters who occupied whole areas and held demonstrations every other day. The area was full of drug dealers, drug users and prostitutes. If you were a girl and you came into this area, you were likely to be robbed immediately.

When I was growing up, I lived in a dull neighbourhood.

Therefore my friends and I used to love hanging out in the Red Light District, smoking joints. We felt it was an amazing area because of all the charismatic people to be found.

Please tell us a bit about yourself.

My name is Oscar and I’m from Amsterdam. Since I was young, I’ve always been interested in making movies and my passion led me to the New York Film Academy. After one and a half years in New York, I went back to attend university where I studied law.

When I finished at the university, I returned to film-making.

Currently, I’m focusing on filming a documentary together with my friend called “What Is It Like?” where we make different episodes with different themes. For instance, one of the films is about a murderer, whom we interviewed and we discussed his dreams from a psychological perspective.

OSCAR

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We have also interviewed a prostitute who specialises in S&M, which was amazing. I asked about her dreams as I was trying to analyse her dreams in the documentary.

I tried to find out what drove her into becoming an S&M prostitute. The craziest thing is that when you hear her dreams, you’ll understand why she is working as an S&M prostitute. Often she dreams about death and disease.

I had a hard time finding her because I wanted a girl who spoke Dutch, whereas most of the girls come from Eastern European countries and communicate only in poor English. Eventually, we found her and we have finished her interview. We can now produce the first episode about the dreams of an S&M prostitute.

In my spare time, I also have another dedication. I play in a rock ‘n’ roll band called Plastic Paradise. We play at parties where we like to deliver a personal show.

Sometimes, DJs can be very mechanical but with us, there’s always a difference.

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The craziest thing is that when you hear her dreams, you’ll understand why she is working as an S&M prostitute

ROBERT

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What do you want the audience to see from a documentary like that?

There is a saying in life, that if we are to know everything about someone, then we’ll be able to forgive them. If I could really crawl into the brain of a prostitute and tell her story to you, you would understand her life choices and thus she wouldn’t be judged as a mere S&M prostitute.

Humans tend to demonise that which is just human behaviour. I want the world to understand and see for example, how one can become a murderer or an S&M prostitute.

How did you come up with the idea of making these documentaries?

It came to me whilst travelling on the tram. I have always been curious about what is going on in people’s minds.

As I do not have a smartphone, I tend to notice how people look out the window. When I look at these people, I wonder what it is like to be inside them and about the life they might be living. I often think about what thoughts and dreams are going through the minds of these people by looking through their eyes and seeing the world.

How did you come up with the idea of making these documentaries?

It came to me whilst travelling on the tram. I have always been curious about what is going on in people’s minds.

As I do not have a smartphone, I tend to notice how people look out the window. When I look at these people, I wonder what it is like to be inside them and about the life they might be living. I often think about what thoughts and dreams are going through the minds of these people by looking through their eyes and seeing the world.

It is not possible to objectify the world. It is only objective from your own point of view and everybody sees the world in their own perspective. Everybody is always talking about visiting another planet but I am always talking about travelling through the human mind. All these thoughts led to this idea of making documentaries.

Could you tell us a bit more about your perspective on people?

People are magnets that attract others based on how they think and feel. If you do not feel good, you will attract other people who do not feel good. If you are depressed, you will suddenly notice depressed people everywhere. If for instance you buy a Renault, you will suddenly notice Renault cars wherever you go. Therefore, whatever feelings you bear, you will attract more of that tomorrow.

Worry attracts more worry, anxiety attracts more anxiety, unhappiness attracts more unhappiness etc.

Most importantly, joy attracts more joy, happiness attracts more happiness and peace attracts more peace.

Your task is internal; to change the world, all you have to do is change the way you feel inside. How easy is that?

People are magnets that attract others based on how they think and feel.

OSCAR

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DEYRINIO & ALJAN Designers

In today’s changing world, the fashion and art industry continue to grow in strength and importance with denim as a core textile.

These elements have come together in one of Europe’s oldest yet innovative cities: Amsterdam. The designers and new talent draw inspiration from the combination of traditional and progressive ideas. As a result, the city has become home to the world’s biggest denim brands whilst encouraging new producers.

We came to hear of a local rumour about two prominent designers collaborating, so we decided to make some research on the anonymous duo. A few days after we decided to hook up with them. The lab where we met the two designers turned out to be an innovative design studio in the heart of Amsterdam.

This was a pleasant surprise.

Please tell us about yourselves and your creative backgrounds.

Aljan: Professionally I have worked as a photographer for around seven years, but my true passion has always been art. Over the years the illustrations and artworks I have produced were sold, so my hobby became my work and photography became my hobby. So right now, I am definitely an illustrator.

Deyrinio: I am a designer and have always had a passion for drawing and sewing. At 16 I decided to test my skills and started to make my own streetwear brand with customised hats, t-shirts and sweaters. I bought ready-made sweaters and would cut them apart to make my own fit and designs. At 18 I started working at Tommy Hilfiger as a merchandiser, but demonstrated interest in designing clothes.

So eventually I became a designer for them. After a short stint at Schotch & Soda, I decided at 21 to study fashion and design at the prestigious Amsterdam Fashion Institute.

During the course, there was an opportunity to enter a TV competition, with my friend, for Netherlands’ best designer, which we won. Unfortunately this achievement did not lead to the much anticipated job offers, so I was back to square one. Then I applied at a denim brand and became the head designer. Yeah, you can say that school taught me to be a couture designer, and work taught me how to open up and create commercially viable designs for real people like us.

ALJAN

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Could you tell us something about your new collaboration/project?

We are currently trying to make a break in the design and fashion industry. Despite the small scale of our project, there has been a huge response particularly through social media. All over the globe people are reaching out for our art and designs.

People now realise that you can make cool designs and clothes out of other peoples’ waste clothes and fabrics. We do not work by the book and we do not work in seasons, nor by the rules. We are open-minded, free and simply go with the flow. Let us see in a couple of years where this project has led us to. I trust my instincts with this collaboration. Yet I am also aware of the numerous hours between frustration at the design stage, and the consequent joy one feels when the perfect design is achieved. Despite this, I am willing to go all the way.

Deyrinio, when did you decide to focus on denim?

I did not really decide to work with denim. I am an all-round designer but I have always enjoyed working particularly with leather and wool. My preferences are fabrics that attain more beauty and personality with age, which becomes a historical testament to the previous wearer of the garment. Textiles in this way have different lives.

All textiles fade from their initial colour and feel to develop a new look. Our concept actually gives materials a second or a third life. In 2011, I did a denim collection where I guess around 80% was actually made from denim - so that was my turning point.

In what direction do you think denim is going globally?

Deyrinio: I think the large companies are looking for a way to recycle denim and reduce the effects of chemical pollution on the environment. For me personally, I am trying to create all sorts of things out of denim. Usually you do not use denim in knitted garments but if you cut the denim in pieces, this can be achieved. I really enjoy being creative and thinking out of the box - I get inspired from anything.

Where do you hope your art will take you?

Aljan: I believe that my art will forever be in my life. This is because it is an integral part of me, how I express myself and communicate. With time it will only expand more and become more aligned with my goals, as I have always had high ambitions without limitations. A person has to develop in all aspects of life, and my art will record the changes in my style, my personal life and my views of life. I would love to continue to show my art to the world.

REY RS0491 JEANS - ALVIN S/S T-SHIRT COL. WHITE

Aljan - what does living in Amsterdam give you from a creative perspective?

Amsterdam is for me, the most creative city in the Netherlands. There is so much inspiration here.

I always take my bike to work because it allows me to take in and interact with inspirational elements of the city. From the beautiful architecture and history to the innovative and creative people in the streets, the city has plenty to offer.

ALJAN

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DEYRINIO

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Deyrinio - what does creativity or design mean to you?

Being able to create whatever you have in mind with no boundaries. If I, for instance want to make a bag, I can just make it. I do not have to ask anyone about the design or what material it should be made of.

I can just make it exactly the way I want; that is freedom to me.

DEYRINIO

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DEYRINIO

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Go for your dreams, you won’t regret it

DEYRINIO

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Do you have any advice to young creative entrepreneurs?

Ajlan: Just go for it and ask yourself, “What is the worst thing that can happen?” Always trust your instincts and simply be yourself. What always works for me is making sure I have time for personal projects in between customer projects. These personal ventures are where you really get the opportunity to shine, experiment and grow. I think often when young creatives are fresh out of school, they are too worried about not having the right clients on their CV. When I started as a freelancer, I only showcased my personal projects because they showed my true self and my true skills.

Even today, it is these projects that attract customers.

Any last comments?

Aljan: Go for your dreams, you won’t regret it.

LUCIANO GOMEZ Guitarist

Originally from a ghetto in Buenos Aires our friend Luciano made his way across the Atlantic to Amsterdam playing on his blues guitar. Music literally showed him the path for his life’s purpose, which is to play reggae blues music.

With just 50 dollars in his hand, he came to chase his dedication for his lifelong dream as a guitarist in the capital of the Netherlands.

Luciano played a few strokes for us and let us in on his life story, as well as his love for the music he lives for!

Who is Luciano?

I’m 37 years old, a very sophisticated person in my own way. I like to do things easily but the key to my life is that I do things my way. The way I have chosen to live my life sounds very easy but it is actually very complicated. The society and the world has certain expectations and I have tried to live a “normal” life, though I was not happy and did not fit into those standard boxes. I have been fighting a lot to be where I am today and I have become used to being under a lot of pressure. But that is the learning process of life... I guess.

Tell us how you discovered your musical side?

I’m from a ghetto, a little suburb out of Buenos Aires in Argentina. It is a place where you would never meet any tourists but always the police. For me it was ok for a while as I had a home and a very strong mother, though I would be a liar if I said it was not a difficult life. I had to find my own way out of there so this is where the music comes in, thus I started playing the guitar. I have played the guitar my whole life as it was my way of escaping into another world of opportunities. It became a way of expressing myself and my feelings about the things I have been through.

When I grew up, there were a lot of things going on in my life and in the ghetto that were not right. I became very negative and I had a lot of conflicts inside, so the music helped me get these bad emotions out of my body, mind and soul. I had a lot of friends who did a lot of drugs and got caught by the police. I ended those relationships because I wanted to concentrate on my music, and I wanted to be a professional guitarist.

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LUCIANO

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Was it music that brought you to Amsterdam?

When I was 25 I left my hometown and went to Costa Rica.

I had my guitar, 50 dollars and my little suitcase with my clothes. I left home and a week later, I got a job as a guitar player in a jam band. After my first job, the owner asked me if I could come the next week and the week after and so it went on and on. I played a lot of tropical music there, reggae and styles like that. Yeah, I like to think back at how it all started as it gives me hope for the future. Anything is possible as long as you keep your dream in your mind.

What is your favourite music style?

I love the blues – that’s what I live for, yeah... definitely the blues. I played the guitar when I was a kid and started playing the blues without knowing I was playing the blues.

Playing my guitar satisfies and heals my soul. I have had many difficult times in my life and sometimes the only light I could see was when I played my guitar. It was the only way to release the sadness I had in my mind and body. The blues is a good way to let it all out!

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Do you write your own songs?

When I feel sad I write songs - so most of the songs I have written are blues songs with a sad undertone.

How do you feel after a concert?

First of all I feel satisfaction. My passion is playing the guitar so when I am on stage, I feel like I am 100% Luciano, so it is heaven on earth for me. Because the crowd often is so tight, the energy is really intense and I feel the energy from people on the ground. It is an amazing experience.

Where do you hope playing a guitar will take you?

To heaven, ha ha. What I believe is that music has a lot of power. When powerful musicians play together we can open up a gate and we can use it in a good way to help other people, people who have lost track in life, people who have stopped believing and simply people who are looking for answers. Maybe one song can bring them back to their faith and dreams - if I can be a part of bringing someone back to their life, dreams and hopes, I really feel satisfied.

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Who is your idol?

If I had to mention one musician, I would mention the legend Jimi Hendrix.

No one has ever done what he did. He broke so many boundaries and really took the entire concept of the guitar solo to whole new levels. He invented the solo guitar play - he is simply the best!

Is there anything you would redo in your life?

Yeah, I would concentrate 100% on playing the guitar and nothing else.

I would dedicate my whole life to playing if I had known and felt what I know and feel now.

Do you have a saying you live by?

Belief, love, peace and trust.Â

GINO CHRISTIANO DJ & Producer

When it comes to nightlife in Amsterdam, there are venues, dance festivals and nightclubs to suit every taste! DJs keep the crowd going with everything from techno, dubstep and trance to hip-hop, funk and deep house.

Tell us who you are.

My name is Gino Christiano. I am 29 years old and I was born and raised here in Amsterdam. I work as a DJ for a living and I am also crazy about working at my restaurants.

Having only just shaken off the jetlag from the flight and club jobs on Ibiza, we met up with Gino Christiano, a 29-year-old DJ and producer who cuts his teeth in famous Amsterdam clubs such as Jimmy Woo and the Chicago Social Club.

When did you start as a DJ? I was 14 or 15 years old when I first started and I have played ever since. Yeah, time goes by when you are having fun, right?

Gino has a lifelong obsession with dance music and he keeps his resident clubs ahead of the game in terms of music styles, beats and club atmosphere. No club track shall be left unturned when he is on the deck.

What is the secret to your success as a DJ? As I have been playing since I was 15 years old, I have learned to read the audience. If you cannot read the audience, you are lost. I think reading the audience is one of the most important things when working as a DJ. I am driven by people going crazy and dancing. I do anything to get a party started but I save some of the good records for later, to play them at the right time, the right place and for the right people. It is all about timing because timing is everything when working as a DJ.

Gino is a living proof of the creative Amsterdam club spirit.

I also play in waves. I play strong and then I hold back.

In my opinion it’s not possible for a crowd in a club to go non-stop at full strength all the time. I like to have some tension and then some time to rest before I build everything up for a musical explosion on the dance floor.

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I like to play a wide range of music, so transition is really important because every track you play can lead to another one, which can lead into another direction. As long as you keep the flow and the energy, even if it is just changing from house to techno and then back, people simply react better to a dynamic set.

Though it is always hard to talk about music in general because it is quite spiritual and personal, yet it belongs to everyone.

Gino you have just arrived from Ibiza. Tell us about your job there.

I played for a private event for NY Pizza as they organised a great pool party for 200 people. They came exclusively to party and it was amazing as the vibe there is incomparable.

You and your girlfriend just worked together in Ibiza.

How is that compared to DJ’ing by yourself?

When I play by myself, I just do what I like and when I’m working with my girlfriend or somebody else, it can be very difficult. But it can also be very inspiring and if you get on the same level or flow, it can be a totally cool experience.

Could you tell us one of the most intense experiences you two have had playing as DJs? The best time we played together was actually one of the first times we played. It was at the Jimmy Woo club, celebrating the club’s 12.5 years anniversary and we got the most important slot, which was from one o´clock to two o´clock. We played with a totally new mixer, which was a different model with a different setup. We were not prepared for that at all and the club was completely packed with people. We hit it off for the first three minutes and it went really well.

It was so intense that all the guests were really on our level. All of a sudden, Arthur Jack and Sunnery James, two of the top DJs in the world went into the DJ booth and played with us using our records and our one broken set of headphones. It was amazing to play together with these world stars. After our session, we just partied all night long. The next day, we woke up with hangovers and yet, we were still smiling because that experience will be difficult to top. It was one of the best nights of our life ever!

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We have heard that you produce music.

That’s right, I started producing music a couple of years ago. I have been producing house music and I actually thought that it was much easier to produce music than it actually is. My music is a mixture of hip-hop, R&B and tropical sounds... house of course is really important to me.

Can you share some inside information with us about the DJ scene here in Amsterdam?

There are so many great DJs here in Amsterdam so the competition is very high! You have to stand out by having your own style and personality to get the good jobs. We have a really heavy techno scene and bass house scene here, but now Amsterdam is focusing on hip-hop and R&B again, plus crossover music with a lot of tropical influences. Amsterdam’s music scene is influenced from London’s music scene and we get inspired by that. Though in the last few years, DJs all over Amsterdam have been playing much more Dutch music more than ever before! This has been a big change here.

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Are there any DJ’s in your network that deserves attention.

For hip-hop and R&B music, I will mention one DJ that is especially talented called DJ Abstract. Technically he is one of the best DJ’s there is. He is only known here in the Netherlands but I will be surprised if the rest of the world will not know his talent in a couple of years. On the house side, I have some good friends of mine called the Voyagers, who had some records out lately, but they have not really broken through yet. Though if they continue their style, I am sure they will break through internationally pretty soon.

What three clubs must be visited in Amsterdam?

My favourite spot will always be the Jimmy Woo because it is my second home. They have survived for 12.5 years and there is no club like this, it still has that amount of “in� crowd after 12 years. Also, the place is still hip and cool to go to. You also have the Chicago Social Club with great techno and great 90s music, which attracts a great crowd of people. My number three spot would be a small place called Disco Dolly, which is a mix between a bar and a club. The DJs that play there are so cool and the place is so intimate that there is always a party vibe there. Three very different clubs but all very special and definitely worth a visit when clubbing in Amsterdam.

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JUSTIN VAN DER GRIENDT

Roadie

Amsterdam is a magnet for people in the field of arts. The city is filled with scenes that promote culture, food, music and so much more. Among other things, it hosts over 300 music festivals a year.

Amidst this bustling metropolis of artistic creativity, we met up with an open-minded individual that is drawn to Amsterdam’s music scene named Justin. Working backstage for superstars and setting the scene for vivid performances, Justin gave us an insight into his “roadie” lifestyle, which he has been living for the past few years.

Who is Justin?

I am 25 years old. I am currently living in Amsterdam and pushing my limits in this great city. In the last six years I have done a number of things: first, I studied at different schools for engineering and I have been building concerts as a “roadie” throughout the Netherlands for groups like Red Hot Chili Peppers, Pearl Jam, Paul McCartney, and toured around with bands for seven months. As of now, I am on a small break from it all to seek new opportunities, and try to push my limits in life.

What kind of opportunities are you seeking?

Opportunities in artistic and creative fields, such as working with music or working in an organisation with other artists.

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What does Amsterdam mean to you?

Amsterdam is the place to be, especially when you are in the creative fields - everything is possible. The energy here is incomparable and the people you meet are really nice. They are so open, creative and always up for a collaboration of some sort. Amsterdam is so much more than drugs and red lights; it is probably one of Europe’s most popular weekend destinations. Amsterdam is just awesome.

You can really have a great time here because there is so much adventure just waiting around every corner. One of the best ways to have some fun in Amsterdam is to get a bike and see the city - I love to cycle around Amsterdam.

The city is really famous for its bicycle culture. The food scene here is amazing too and definitely top quality. There are so many possibilities: when you live in Amsterdam, you feel like you are part of a world city. You feel like this is the place to be, the place where things are happening. Amsterdam is pure magic.

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Is there a special moment you would like to share with us whilst working with music?

Yes there is. I was working at a concert with Jay-Z and Kanye West at Holland Dome.

Some girls wanted me to build the wardrobe for Jay-Z and Kanye West, but they also wanted, let’s say, other things than just making the dressing room. Indeed, you see that a lot of weird things are going on backstage, which is mainly the reason for working in this business. You also get to stay backstage and there you will experience a whole different world. You really push your limits working in this business. Sometimes I work 140 hours per week and sometimes we almost never sleep during the stage construction, or we sleep in a car. It is really hard work.

I believe people think way too much about failure instead of success

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THANK YOU: SVEN SIGNE DEN HARTOGH NOVA DAN ROBERT GRAUWEN OSCAR BAANDERS DEYRINEO & ALJAN LUCIANO GOMEZ GINO CHRISTIANO JUSTIN VAN DER GRIENDT For stepping out of your lives, opening up your hearts, telling us your stories and showing us your dedications.

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