The New Originals make performance clothing for creatives. The collections are made for a unisex audience. Striving for enduring and vigor clothing, that contributes to an individual. The New Originals believes that everyone can maximize their creativity regardless of their background, by thinking out of the box. Thinking out of the box means to them: 'thinking divergent and free of boundaries'. The roots of the founders descend from Amsterdam's creative landscape, attached to fascets as music, nightlife, fashion, and other cultural streams.The 9 dots logo stands for a box, referring to a puzzle. A method of thinking outside the box is required to solve the puzzle. Since they embrace art and culture in their aesthetic and designs. The New Originals’ mission is to bring different backgrounds closer together and to give creativity a stage.