Gaining an elite cult following after being established in 2012, Daily Paper stays true to its pursuit of timeless, high-quality streetwear that continues to highlight its African and Dutch heritage.
What started as a sob story of little boys who couldn't afford air maxes and little to no access to streetwear fashion in the city of Amsterdam convinced the trio founders, Hussein Suleiman, Jefferson Osei, and Abderrahmane Trabsini, that their love for music, art, fashion, and culture, would be their stepping stone by creating a blog; hence the name 'Daily Paper'.
True to their goal, they interviewed people from the entertainment industry, including sneaker designers, celebrities, fashionistas, brand owners, and creatives from all over the world, garnering traffic and a healthy level of recognition.
Now was this a matter of happenstance or just sheer luck? Because shortly afterwards, they printed their blog's logo on T-shirts, and people instantly fell in love with the merch and were willing to pay. The fashion arm was established in 2012 to pay homage to the heritage of African culture with contemporary designs and classic menswear staples.
The brand quickly grew into a household name. In 2015, Daily Paper launched its own line for women in addition to the menswear line. With two collections a year, the label presents timeless designs and modern cuts combined with traditional African elements, prints and colours.
How are they able to maintain building a formidable brand as a trio, you may wonder. They all focus on different things, assuming each's natural role to maximise their potential. Jefferson who is sales-driven, focuses on being strategic with brand storytelling or art direction. Hussein is the strategy and online marketer for the brand. While Abder who went to a design academy, designs most of the collections.
Today, Daily Paper is at the pinnacle of affordable luxury streetwear fashion worn by everyone who is anyone from Lupita Nyong'o to Lil Baby, Jayz, Danileigh, Goldlink, Jorja Smith, and Brent Faiyaz. Wizkid, Offset and many more.
It is also one of the fastest growing European designer brands in the world and stocked by some of the world's top luxury retailers such as Selfridges, Ashluxury, Browns, Galeries Lafayette and Farfetch.