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made in amsterdam
PART I UP CLOSE
‘During a stay in a small hotel in Taipei, I noticed a row of IJbier in the cooler.’ Taco Carlier, owner of bicycle maker Vanmoof.
SUPPLYING THE CITY For many Amsterdam brands, the city is also their largest market. ‘We want to win the loyalty of our customers by showing that we process pigs in their entirety,’ says Geert van Wersch of local sausage makers Brandt & Levie . ‘Amsterdammers are a bit more progressive about such things.’ Van Wersch’s company is situated in the Houthavens, close to both the ring road and the centre. ‘The city has many cafés, restaurants and shops that buy our sausages,’ he says, ‘and spending patterns are higher here. We need that because our prod-
uct cannot compete with supermarkets on price; our unique selling point is the superior quality of our products.’ Of course, those pigs Brandt & Levie process in their entirety can’t all be kept in the city – although Van Wersch is experimenting with this idea on a small scale. ‘One of our associates is carrying out a pilot scheme, so we can see whether it’s possible to feed pigs on waste from the city.’ Annelies Soede also sees opportunities for recycling: ‘Technologies are available for growing mushrooms on coffee grounds, which is useful if you’re located near a multitude of coffee bars. Then it becomes an advantage to be in city that’s bursting at the seams.’ While certain crafts may be back in vogue in Amsterdam, those who have stood the test of time are survivors like Kesbeke . For them, it wasn’t necessary to innovate, just to keep pushing the motto. These born and bred Amsterdam producers have never felt the need to leave and are now part of the city’s interior. Just like those handy hoisting beams.
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also a real global village with a strong international orientation.’ Designer Marcel Wanders is also staying faithful to his city, selling his designs all over the world from his studio on Westerstraat . Amsterdam forms part of the DNA of his famous Moooi design agency, as regards both creative inspiration and finding new talent. ‘Amsterdam attracts people. It’s an international city that’s open to all cultures. I believe that creativity needs the freedom and nonchalance of a city like Amsterdam. People are much more broad-minded here. I travel a lot, but wouldn’t move away for all the tea in China.’
TONY‘S CHOCOLONELY Founded by Dutch TV presenter Teun van de Keuken in 2005 as a result of a journalistic investigation into child slavery within the chocolate industry, Tony’s Chocolonely is based in Westerpark. Every bar of Tony’s is 100% slavery free, and because it’s one of very few brands that make such guarantees, ‘Chocolonely’ became part of the name. Sate your sweet cravings with a clear conscience: you’ll find Tony’s Chocolonely at stores around town – or purchase online.
www.tonyschocolonely.com
VANMOOF Serious cyclists, like keen runners, have long used GPS tracking to chart their daily biking progress via smartphone. Now Amsterdam-based bike company Vanmoof has become the first manufacturer to harness satellite technology to counter bike theft. The firm’s ‘Electrified’ model communicates with a smartphone app to establish its exact location, particularly useful should it ever be ‘borrowed’ by undesirables...
Mauritskade 55 www.vanmoof.nl