Koen Tossijn

There are few places left in Amsterdam’s most central areas that have enough character to withstand the ever-growing storm of tourists and those who cater specifically to them. At times, especially in the summer, the city feels like an urban amusement park. With no end to this development in sight, the once-authentic center is slowly turning into an empty shell of its former self. Fortunately, there are still some spots that offer a genuine cultural experience (let’s hope it stays that way!), with the Zeedijk being one of our favorites. Located in the small but dense Chinese quarter of the Dutch capital, the street is famous for its restaurants and supermarkets, but also for being the original gateway for heroin into the country in the late sixties. In recent years, it has also been embraced by a growing number of brands, seeking an authentic environment for their stores. With TOSSIJN being the latest excellent addition to the area, we dropped by to see his inspirational new space.

Other brands in the area are streetwear household names like Amsterdam’s own giant Patta, the Comme des Garçons BLACK store, and, most recently, Stüssy, which also opened its doors on the Zeedijk. Next to them are newcomers like Bonne Suits, which shares a space with SMIB and The New Originals. While we appreciate these streetwear brands, for us, the appeal of the street was taken to the next level by the most recent addition. In April, our friend Koen Tossijn also found his way to the infamous Zeedijk and opened his first brick-and-mortar store ever for his brand TOSSIJN — introducing a much-needed touch of understated luxury and a toned-down color palette alongside all the logos and graphics from his neighbors.

We have known Koen since the moment he entered the denim circle of Amsterdam — starting as a bespoke denim tailor under the name Moos Tailored Basics back in 2010 — and have appreciated every step that eventually brought him to his store today. In between his beginnings and now, he played a part (as Atelier Tossijn) in the Centraal Museum exhibition Blue Jeans, which we designed in 2012. He first introduced his ambitious non-seasonal collection, named Wardrobe, in 2015 under the mantra: “By bringing the things we surround ourselves with back to a minimum, you create more time and space.” With the label, Koen intends to speak to those “who have the desire to be tranquil and focused and want to improve life by finding the right balance in a time dominated by choice and information.”

The new store, a milestone for TOSSIJN, exemplifies each of these goals. Clearly designed with an eye for perfection and reflecting the same mindset as the clothing, it combines clean lines with elements showing a beautiful patina, natural materials with man-made constructions, and a toned-down color palette that forms the perfect backdrop for Koen’s Wardrobe. With Dieter Rams’ Less but Better, Yvon Chouinard’s Let My People Go Surfing, and Super Normal: Sensations of the Ordinary by Naoto Fukasawa and Jasper Morrison lying around, it is instantly clear what ambitious goals Koen has set for himself and the brand.

It might even signify the beautiful side of the times we are living in: cultural influences from different times and parts of the globe finding their way into Koen’s contemporary vision for his own practice. The vast amount of information available at any moment doesn’t necessarily result in people truly understanding more than before. Of that, we are sure. Yet, for those who take the time to find what really speaks to them, as Koen clearly has, something new and relevant can grow from the deeply rooted, fundamental thoughts (which are more accessible than ever!) upon which it is based. Those who seek perfection, even when it’s difficult to find, are the real durable fruits of globalization. At least, we hope so.

For every item released under the TOSSIJN label, perfection was pursued by Koen. This is neither practical for a small operation like his, nor the most economic decision in terms of margins. But those two elements are beside the point when one truly searches for the immaculate. The label stands for something you can trust, in the same way you knew Koen made a bespoke pair of jeans especially for you in the past.

At this moment, when you buy a sweater, knitted hat, or t-shirt at TOSSIJN, you can be sure it has been expertly crafted in Umbria, Italy. His recently released black sweater is an innovative work of art, as the merino wool is treated with Teflon, which surrounds each fiber with an invisible barrier. This treatment allows the weave to withstand dry dirt and, more importantly, prevents the absorption of liquid substances, whether water- or oil-based. For his ready-to-wear jeans, Koen traveled to Great Britain, where the beautiful 14 oz. selvage denim, dyed with organic indigo from one of the world’s premium mills in Okayama, Japan, is created. The future will take him around the globe again, no doubt — wherever he needs to go to find the perfection he is searching for.

In more than one way, TOSSIJN stands for everything we aspire to stand for ourselves. In our eyes, Koen represents those who continue to focus on being as ambitious as possible at all times, despite the constant temptation to take an easier route. TOSSIJN proves that eventually, you will find a way to get your ideas out without having to scream. Oftentimes this is done by meeting the right people, who understand your vision. Finding those people who share a certain esoteric belief is another beautiful fruit of these digital times. We are very grateful that Koen has already taken it this far in Amsterdam; now it’s time for the rest of the world to get to know TOSSIJN.

Whenever visiting Amsterdam, make sure to visit both the Zeedijk and Koen’s TOSSIJN store at number 59A. (It’s only a 10-minute walk from the central train station.)

Portrait photography by Noël Loozen

To order TOSSIJN online see here >