Since it’s arrival on the scene in 2004, Blend has rapidly established itself not only on the local Dutch scene, but also internationally. A mix of fashion, art, design, music and lifestyle, it is pulled into a strong identity by a stark modernist approach to art direction that is synonymous with the clean lines of Dutch aesthetics in everything from architecture to book design.
Blend mixes up luxury with a more edgy street culture sensibility in its content, managing to be simultaneously ‘high-brow’ and accessible. It’s reflective of a certain mindset that often emanates from the Netherlands in which the combination of business acumen and an educated appreciation of culture sit side by side. After all, the cultural and artistic wealth of Amsterdam and the other significant Dutch trading cities was founded on the symbiosis of patronizing the arts through funds resulting from a voracious mercantile spirit. Thus Blend is pretty open about wanting to appeal to the wealthy and those who have high career ambitions as much as to the sensitive creative types less motivated by profit.
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