Behind the brand

It all started with an idea in my head. Just sitting at the table, sketchbook open, a few pens next to me. What would Iwear? What fits the style of BinkClothing? I wanted to create something clean, but not boring. Comfortable, but with character.

I started sketching. First just rough outlines, then I cleaned it up a bit. Hoodie, jogger, a cap — everything had to feel balanced. From the beginning, I knew: this is going to be NEW WAVE. A new energy, a fresh line.

Once the concept was a bit more solid, I got to work on colors and materials. Cotton with a nice heavy feel, around 300 grams — it had to feel solid. No flimsy stuff. Soft on the inside, clean and structured on the outside. I wanted something you put on and immediately think: yeah, this is it.

Then I connected with a production partner. We went over sizing, fit, and how the prints would come out best. The chest logo had to be clean and not too loud. On the back, a big print that ties everything together. Every part had to feel right.

When the samples came in, it was exciting. You never know if something that looks good on paper will hit the same in real life. But when I put it on, I knew — this was it. The fit was on point, the weight was right, the vibe was exactly how I imagined it.

Then came the shoot prep. Location scouting, getting the models ready, setting up the cameraman. We started outside, in Rotterdam, near Boijmans. We wanted that raw street feel — nothing fancy, just how it lives. We had three models on set, and everyone brought their energy. Because of the good teamwork, it all came together.

After that, we moved to a studio to finish the visuals. Indoors we could really focus on the details — close-ups of the logo, the fabric, the fit. Lighting was right, camera was rolling, and everyone did their part. Even without a big team, everything ran smooth.

By the end of the day, we had everything we needed.

This collection isn’t called NEW WAVE for nothing. It’s not hype, it’s not a trend. It’s the next step. For the brand, but also for myself.

What you now see in the shop and on Instagram — that’s the result of weeks of work. From an idea on paper to a piece you can be proud of. And that’s what BinkClothing will always be about: building something real, step by step.