Daily Paper
Product brand
UnclaimedAn Amsterdam-based streetwear and fashion brand drawing on African cultural references, art, music, and sport.
Last updated August 22, 2026
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Overview
Daily Paper is an Amsterdam-based fashion brand established in 2012 by Hussein Suleiman, Jefferson Osei, and Abderrahmane Trabsini. Its origins trace to a blog launched by the three friends in 2008, through which they occasionally sold T-shirts featuring their logo. That informal publishing and merchandising project developed into a clothing business, with the company founded in 2010 and formally established as a fashion brand in 2012. The brand is associated with contemporary streetwear and with design references drawn from African culture and the African diaspora. Its visual and creative language has been described as incorporating inspiration from Somalia and other sub-Saharan African regions. Rather than being limited to a single national or traditional aesthetic, Daily Paper uses these references within modern casual clothing, branded graphics, sportswear influences, and fashion-oriented silhouettes. Daily Paper initially focused on casual apparel. In 2015, it expanded into womenswear through a parallel women's clothing line, broadening the brand beyond its original menswear focus. The same year, it diversified from casual clothing into athletic and sportswear. In May 2015, it began releasing limited-edition silhouette jackets, adding more distinctive and collectible outerwear to its product range. The brand's publicly documented scope includes menswear, womenswear, casual apparel, athletic and sportswear, jackets, T-shirts, and accessories. Its positioning combines streetwear with cultural storytelling and fashion design, using the brand's Amsterdam base as a platform for an identity that connects contemporary urban style with African heritage and visual culture. Available reference material does not establish a detailed ownership structure, financial profile, executive succession history, retail footprint, or current sustainability program. Claims that Daily Paper uses particular environmentally friendly materials or production processes are therefore not treated here as independently established facts. The available historical record supports describing Daily Paper as an active Amsterdam fashion label whose principal documented turning points were its transition from a blog-based T-shirt project into a clothing company, its formal establishment in 2012, and its expansion into womenswear, sportswear, and limited-edition outerwear in 2015.
History
Daily Paper began as a creative project rather than as a conventional fashion company. Hussein Suleiman, Jefferson Osei, and Abderrahmane Trabsini launched a blog in 2008 and used it as an occasional channel for selling T-shirts carrying their logo. The project connected publishing, graphic identity, and clothing, establishing the basis for the label's later development. The company was founded in 2010 and formally established in 2012 as Daily Paper. From its Amsterdam base, it developed into a menswear and womenswear fashion brand with a strong streetwear orientation. Its creative identity drew on African cultural references, including design inspiration associated with Somalia and other sub-Saharan African regions. These references were incorporated into contemporary clothing rather than presented solely as traditional dress, allowing the label to operate within modern urban and fashion contexts. A significant expansion took place in 2015. Daily Paper introduced a parallel women's clothing line, extending its offer beyond the original menswear focus. During the same year, it moved beyond casual wear into athletic and sportswear, broadening the functional and stylistic range of the brand. In May 2015, the company also began releasing limited-edition silhouette jackets, creating a more exclusive outerwear category alongside its regular apparel. The documented history therefore shows a progression from a small blog and logo T-shirt project to a broader fashion label spanning menswear, womenswear, casual clothing, sportswear, and selected limited-edition pieces. The available source material does not provide sufficient information to document later ownership changes, financial performance, leadership changes, store expansion, collaborations, or a verified current sustainability strategy. Those areas remain open for further research.
- 2015
Expansion into womenswear and sportswear
[1]The brand introduced a parallel women's clothing line and diversified from casual wear into athletic and sportswear.
- 2015
Limited-edition silhouette jackets introduced
[1]Beginning in May, Daily Paper released limited-edition silhouette jackets as part of its outerwear offer.
- 2012
Daily Paper established as a fashion brand
[1]Daily Paper was formally established as an Amsterdam-based menswear and womenswear fashion brand.
- 2010
Company founded
[1]The three founders established the company after the earlier blog and merchandise project gained momentum.
- 2008
Founders launch the originating blog
[1]Hussein Suleiman, Jefferson Osei, and Abderrahmane Trabsini began a blog that occasionally sold logo T-shirts, creating the project from which Daily Paper developed.
Products and positioning
Contemporary streetwear and fashion blending Amsterdam-based urban style with African cultural, artistic, and regional references.
Apparel · 2012
Menswear
Daily Paper's original documented fashion focus was menswear. The category sits within the brand's streetwear-led offer and reflects its use of contemporary silhouettes, graphic identity, and cultural references connected with Africa and the African diaspora.
Apparel · 2015
Womenswear
A parallel women's clothing line was introduced in 2015, expanding Daily Paper beyond its earlier menswear orientation. The line extended the brand's broader streetwear and fashion vocabulary to womenswear.
Sportswear · 2015
Athletic and sportswear
In 2015, Daily Paper diversified from casual wear into athletic and sportswear. The move added sport-influenced and performance-oriented categories to a label previously associated primarily with casual street clothing.
Outerwear · 2015
Limited-edition silhouette jackets
Daily Paper began releasing limited-edition silhouette jackets in May 2015. These pieces represented a more distinctive and restricted outerwear format within the brand's expanding product range.
Apparel · 2008
Logo T-shirts
Logo T-shirts were among the earliest products associated with the founders' blog. They connected the original media project with the visual identity and merchandise model that later developed into the Daily Paper clothing brand.
Brand decisions
2015
Expansion from casualwear into womenswear and sportswearStrategyBackground
Daily Paper had developed from a logo T-shirt project into a casualwear-focused fashion label. The brand identified an opportunity to broaden its audience and product categories.
Action taken
It introduced a parallel womenswear line and diversified into athletic and sportswear.
Aftermath
The move expanded Daily Paper's documented scope from its initial menswear and casualwear orientation to a broader fashion and sportswear offer.
2015
Launch of limited-edition silhouette jacketsProduct launchBackground
As Daily Paper broadened its range beyond everyday casual clothing, it developed a more exclusive outerwear format.
Action taken
Beginning in May 2015, the brand released limited-edition silhouette jackets.
Aftermath
The jackets added a collectible and limited-production dimension to Daily Paper's apparel offering.
Recent events
Sources3 sources
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