Doe Normaal
The Use Of Fashion As A Language Of A City
Every day, every single one of us makes choices to put clothes on our body – for practicality, to be accepted socially, for protection against the elements or even to make a statement. The garments we choose to clothe our bodies in everyday, carry an enormous amount of power and influence. Power is found in the way others externally perceive us and just as importantly how we view and hold ourselves as we walk throughout the world.
Not only does our clothing provide us with a strong sense of self, this conscious choice in how we show ourselves in the world, but also provides the simpler act of clothing ourselves against the world and its elements. It provides a sense of belonging – belonging in ourselves, in our chosen communities, and our chosen geographical locations. In Maslow's hierarchy of needs, when viewing clothing from a purely practical standpoint, our garments fit into the top tier of human physiological needs such as food, sleep, shelter, water, and as stated clothing. However, when viewed more holistically our choice of outfits, being how we combine our garments for expression, not only fits into the tier of love and belonging within our connection to community but also to the tier of self-esteem with how our clothing provides us with a sense of confidence and the need to be a unique individual.
We are all predisposed to be social creatures after all, we all crave a strong connection and sense of belonging in groups or places that accept us. This is where garments can be used as a tool for forging these desired connections
— our external appearance and the messages we send with clothing are a visual signal or symbol to others of our personal values, desires and even our level of education or professions.
Our clothing importantly and explicitly signals familiarity and sameness, and depending on our choices the differences, to those around us.
Our visual identity is an enormous pillar of acceptance within the community or communities we actively strive to be a part of, and this exchange of visuals is a language in and of itself. This shared language is not only visible within certain subgroups but also more widely seen within geographical locations – most major cities have their own tangible symbolic language of the people who live and exist there. You in your own city know when someone is a local and you can almost always tell who the tourists are.
The definition of a uniform is ‘the distinctive clothing worn by members of the same organisation or body.’ When we view the concept of a uniform through the lens of cities, in our case Amsterdam,
— the uniform is formed through many external influences whilst also being something we all collectively curate and co-define.
Acting as a regulator of norms and behaviours, fashion can therefore become a social reflection of the city itself. In Amsterdam we collectively choose, for example, to wear clothing that is weather resistant, practical to ride bikes in and expresses the city's passion and craftsmanship of denim.
There is an obvious and enticing casualness to the uniform of Amsterdam, which stems from the desire of the inhabitants to live their lives efficiently and contently. This shared sense of comfort and minimalist style invites newcomers to the city to join in and tone down, care less but express more. Amsterdam lives to support and showcase its local brands such as Rohé, Bonne Suits, The New Originals, Patta, Filling Pieces and Les Coyotes de Paris are all brands you will find being repped often on the streets of Amsterdam. There is a plethora of denim based brands within Amsterdam, as Amsterdam is widely regarded as being the European capital for all things denim. With organisations such as Denim City, House of Denim, Kingpins and the Jean School as well as brands such as Kings of Indigo, Denham, Mud Jeans, Tenue, Kuyichi and more all pioneering the space with their innovation, craftsmanship and sustainability; it’s no wonder why Amsterdammers love to rock more denim than any other capital. Denim fits within the mindset and lifestyle of the Dutch as a whole, as they tend to prioritise comfort, practicality and ease within their style of dressing – ergo incredible Dutch denim and coveted vintage jeans are pillars of the Amsterdam uniform.
Via @amsterdammers.in.amsterdam on instagram
The idea of fashion, to many, is perceived as an intangible, abstract or meta concept but through a joint choice in garments it creates and fosters location and community. This leads into ideas of ‘social situatedness' which is defined as ‘the notion that our own experiences historically, culturally, familially and personally dramatically shape the way we interpret and respond to the world around us’. That being said, our history and the city's history has a major influence on how we dress to go about our lives in Amsterdam everyday – it's the inhabitants of Amsterdam's response seen through fashion. The uniform of a city can create a sense of curiosity and actively highlight the differences between us and others whilst also aiding in the formation of an interpersonal relationship to the overall shared sameness. More simply put through utilising Amsterdams ‘uniform’ in our own wardrobes we find a sense of wholeness in community and uniformity but also individuality and uniqueness through our own takes on this uniform – we can, as the Dutch say, “doe normaal” (be normal) but also be distinctly ourselves simultaneously.
*Originally written for Garment Magazine
