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Daily Paper
DAILY PAPER, THE AMSTERDAM STREETWEAR THAT TRANSLATES AFRICAN HERITAGE
FROM A BLOG IN 2008 TO A BRAND IN 2012
Three childhood friends ofAmsterdam, three origins: Hussein Suleiman is Somali, Jefferson Osei Ghanaian, Abderrahmane Trabsini Moroccan. In 2008, they launched a blog to interview people they admired in sneakers and streetwear, printed five t-shirts with their logo to finance the site, and noticed two years later that the t-shirts brought in more than the blog. Daily Paper became a brand in 2012, with a guideline that Suleiman summarizes in one sentence: “translate African heritage, not copy it”.
The rest is one of the most beautiful trajectories of European streetwear. Women's collection from 2014, first store in Amsterdam in 2016, then London and New York in 2020 — a store on Delancey Street whose facade spells out the name of the brand in cans, a nod to African beading. With the arrival of Rodney Lam to management, turnover increased from 500,000 to 30 million euros in five years. Collaborations with adidas, Havaianas, Soulection ; worn by Jorja Smith, Burna Boy, Wizkid, Skepta.
MONOGRAM, SHIELD, SHADOW GRID: THE CODES DAILY PAPER
The graphic vocabulary comes from the textiles, jewelry and architecture of the continent, passed through the filter of a very Dutch minimalism. The monogram — a repeated geometric pattern reminiscent of weaving — adorns the gray Knit Sweater Tevin and the captain blue Riyo scarf. The Shield, the stylized shield, appears on the t-shirts Matchstick Shield in resin green or gray. THE Shadow Grid, a cast shadow grid, structures a hoodie black and its t-shirt. And the Diaslogo, stacked or in relief, signs the most sober t-shirts the most sober.
HOODIES, KNITTED AND WIDE TROUSERS: THE WARDROBE
The Zip Up Hoodie Boxy Black says the brand's cut: square, short, dropped shoulders. Knitwear is the other strength of the selection — Sweater and Pants Mono RIB in black or heather gray, a ribbed set that is worn like a dressy tracksuit, and the Knit Cardigan Indigo. On the bottom side, the Pants Wide Leg Black is the most stocked piece: a very wide, straight leg, which falls on the sneaker. For winter, the Faux Fur Chapka beige and the Beanie Knitted washed indigo.
HOW TO WEAR DAILY PAPER
The brand works in sets: the Mono RIB top and bottom together, the hoodie Boxy with the Wide Leg, in a palette that goes from black to gray via green and indigo, with touches of bright colors inherited from African flags. In our department streetwear, Daily Paper belongs to the generation of labels that make clothing a cultural vector, alongside Denim Tears — one from Amsterdam, the other from New York, both from the same memory. His pieces can be found in our sweatshirts and hoodies, t-shirts, pants and headwear.
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