The Rise of an African inspired Streetwear Brand

A brief history of Daily Paper

Interview by Moubarak Assima Traoré

Streetwear is not only a movement that is represented all over the world but also an art form that is interpreted differently by everyone.

This was also the view of the founders of Daily Paper. Daily Paper was founded by Hussein Suleiman, Jefferson Osei and Abderrahmane Trabsin in 2008. They had known each other since childhood and shared a passion for fashion, music, art and culture. To give their passion a canvas, they created their own platform in form of a blog where they wrote and reported about things they like.

The three Amsterdam friends with an African background also interviewed famous people from the streetwear and sneaker scene. Step by step, they got attention until they took the opportunity to launch their own pieces. Daily Paper started with T-shirts which were merch for the blog. In 2012 Daily Paper made the leap from a platform to a brand.

Now more than 10 years have passed and in the meantime, Daily Paper has become more than just a brand. They are storytellers who represent African culture with heart and soul and immortalize this spirit in their clothing line. The mix between streetwear and African culture can only be achieved when you set your feet in both worlds.

To gain a deeper insight into the brand, we asked the founders a few questions.

I’m very pleased that you’ve joined the conversation. Please introduce yourselves to the readers and tell them what you do.

Daily Paper is an Amsterdam-based fashion and lifestyle brand established in 2012 by three childhood friends. The once blog, started in 2008 by Hussein Suleiman, Jefferson Osei and Abderrahmane Trabsini, who shared a love for music, art, fashion, and culture, helped to grow the brand into a household name.

Fueled by the rich heritage of African culture wrapped in contemporary designs, there are two collections a year focusing on both men’s and womenswear. Daily Paper offers timeless designs across accessories, ready to wear and a range of capsules across the season.

What was it like before Daily Paper became so big? You started with a personal blog. How did that come about?

Daily Paper originally started out as a blog where the three friends would interview prominent people in the streetwear and sneaker industries. Their first 5 tees were designed as the blog’s merch and because of their success, the friends decided to transform the blog into a brand.

When you started your blog and released your first merch — did you ever think that you would become so successful with Daily Paper?

“ We never thought we would take it this far “

When Daily Paper’s first collection of colourful t-shirts launched 10 years ago, it was something relatively new at that time. The trend back then was all black and white, but the founders wanted to reflect who they are, so they went for colour. Our messages also spark some change or at least catalyse conversations.

What trigger do you think led to Daily Paper making such a big impact?

Daily Paper is pushing culture forward by championing the African heritage of the founders: Hussein Suleiman is of Somali descent while Jefferson Osei is Ghanaian and Abderrahmane Trabsini is Moroccan. The designs merge the influences of their Western upbringing and diasporic experience in the Netherlands with traditional prints and patterns inspired by their African roots.

How important is it for you to incorporate culture into your work?

We, as a brand, want our designs, campaigns, and activations to show what the African continent has to offer in terms of creativity and innovation. We always want to give back and stay true to what we represent. The newest collection, Spring/Summer ’23, is our love letter to Morocco and the North African region.

Thank you very much for the interview. Thank you for the opportunity. Do you have any final words you would like to say?

We would love to continue connecting more communities and people across borders. It is the people who inspire us – not only our designs but also our initiatives. There is always more one can learn from and with others.

Discover Daily Paper at HHV online and in our store.