What happens when an Amsterdam-born creative collective joins forces with a century-old Japanese whisky house? You get a collaboration rooted in craftsmanship, culture, and a shared love for community. For Amsterdam Fashion Week 2025, TNO (The New Originals) partners with Suntory Whisky Toki for a limited edition drop.
First appearing on the AFW schedule in 2019, TNO has since become a household name in Dutch fashion. Known for its bold graphics, community-driven projects, and Creatives Are The New Athletes mantra, the collective champions imagination as something to train, hone, and share.
Now, they’re bringing that same spirit of collaboration to Suntory Whisky Toki. Toki means “time” in Japanese and symbolises the harmony between past, present, and future. A name that carries serious weight in the world of Japanese whisky, Suntory has been perfecting the art of whiskey making since 1923, blending tradition and innovation in every bottle. What started with founder Shinjiro Torii in Japan’s first malt distillery grew into a family legacy of master blenders and award-winning spirits, including the internationally celebrated Yamazaki, Hakushu, Hibiki, and of course, Toki. Blending whiskies from different distilleries and ages, Toki represents a modern expressions rooted in timeless expertise.
Limited Edition T-shirt
The highlight of the collaboration is a graphic T-shirt that brings both worlds together. The design draws inspiration from vinyl and DJ culture, reflecting a shared love of music and community. For The New Originals, music is the driving force behind their creative expression, embodied by the TNO SoundSystem. For Suntory Whisky Toki, the connection lies in Japan’s unique listening bar culture — intimate venues where vinyl records and crafted cocktails come together. Often hidden in plain sight, these spaces embody a timeless blend of tradition and modernity, exactly what Suntory Whisky Toki stands for.
The result is a co-branded T-shirt rooted in craftsmanship and Japanese aesthetics, reimagined through TNO’s graphic language. A wearable homage to both brands’ shared values and a future collector’s item in the making.
Want to be among the first to get your hands on one? Keep an eye on the social channels of Amsterdam Fashion Week for your chance to win one of the limited edition tees.
The exclusive invite-only launch event will take place on 2 September at Cornerstore, where the T-shirt will be officially revealed.