HEDONE

HEDONE is a streetwear brand that aims to raise awareness about the negative societal impact of recreational drug consumption. It aims to reduce crime by offering at risk youth an opportunity and alternative way of earning income and gaining status.

 

Being there at the start of the brand together with Marco den Dunnen, (inspector at Rotterdam Police, and co-founder of Heilige Boontjes) was a valuable learning opportunity and the inspiration to study Advertising at the Willem de Kooning Academy.

After creating concepts and designing garments a collaboration started with Friends for Brands and their Friends Foundation, Niem Tewarie (co-founder of creative agency FFONO) and the Municipality of Rotterdam. The initiative got kickstarted through these collaborations.

With a soft launch at the Dutch Design Week 2019 the brand is still going strong to this day, pushing local collaboration in Rotterdam and creating awareness involving the use of drugs and it’s invisible expenses under the tag ''a thin line''. 

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Check out the latest (sept 2021) collab with Rotterdam Street Culture Weekly (RSCW)