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another.everything

@another.everything

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Practice for brand strategy and creative direction
Founded by @joachimbaan (🕊️) and @culturaltenor
For notes on culture: @another.something
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“Gezellig”. It is a word that cannot be captured by a single translation. People will tell you it means cozy, but it does not completely. It describes a shared warmth that exists inside enclosed spaces, among people who already know one another. It gathers around the birthday circle, the kitchen table, the kantine, the brown café. Comfort created by familiarity, proximity and boundary. The warmth is real, but so is the door. The campaign spends time in these rooms from the position of the outsider. The camera sits close, yet the distance remains. A gathering seen but not entered. Warmth felt but not entirely shared. For the collection, we approached gezelligheid as something that could be expressed through material. Linens and light wools, slow-made fabrics that carry the same qualities as the spaces the campaign depicts: unassuming, considered, built for time spent rather than moments observed. The silhouettes are relaxed and genderless, cut to be lived in. Each piece’s design and pattern is done in-house, selecting materials that meet high standards for longevity and quiet refinement. Garments that stand on purpose and last in use. Our showroom in Paris will be open by appointment only. If you would like to visit, please contact info@dedamfoundation.com. Most importantly, we would like to thank the whole team behind this season’s campaign: Concept / Creative Direction: @another.everything (Joachim Baan, Christoph van Veghel) Photography: @kengpereira Film: @pimpimentel Edit & Music: @milanvandril Production Associate: @anaishafez HMUA: @magdalenamakeupartist Talent: @mistral.guidotti @nadinecelinee @suzevandalen @finnbech Graphic Design: @roelnabuurs Special thanks: @bjarnemastenbroek The campaign was made in loving memory of Joachim Baan (1979–2026).
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I am beyond words. Oscar Wilde once wrote, “We are all in the gutter, but some of us are looking at the stars.” Keep on shining brightly dear @joachimbaan ❤️🙏
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It is with the deepest of sadness that I have to announce that Another has returned from “we” to “I.” Early this morning, my dear friend, mentor and creative soulmate Joachim passed away. Joachim started Another in 2007 as his personal creative outlet, in the midst of the blogosphere. I joined him as an intern in 2012 and basically always stayed by his side in different capacities. Learning about “creative” work. And learning that you are never too old to learn, because, as he used to say, he “didn’t know anything himself, either.” He imprinted in me the belief that creativity is about making choices based on finding your own take on beauty, wherever you are. And that being distinctive comes from personal taste, rather than giving in to what is expected or what others might think. Through this shared fundamental belief, I felt in my gut that I had found my natural place next to him: as a second pair of brains and eyes, the conceptual thinker and the words to his elegant graphics and photographic captions. Over the years, this resulted in client work, in-house work and numerous side projects that we co-created. And eventually in our shared brand consultancy, which we started at the end of 2024. I can’t imagine a (creative) life without him. But here it is anyway. All I can try to do now is keep up the pace Joachim taught me (or lovingly forced my doubtful self into). To keep chasing beauty and interesting ideas wherever I am. To keep carrying the Another flag. As he will surely be planting a new Another project wherever he is now: beginning a new side project, rushing toward new loving encounters and making the world around him a little more beautiful. I will miss him for the rest of my life. Christoph
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Studio Desk, About Time, De Dam Foundation & Another, Lipstick, Studio, Nike Studio: NYC.
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As seen on the internet in December.
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[2025] Some shots from the camera roll.
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The 2025 recap — Read it on another.so and our Another Recap newsletter (link in bio)
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Another x de dam foundation x Lennard Kok present “De Polder” A collaboration about noticing the subtle poetry of a Dutch landscape that demands patience. In the project, the polder became both subject and stage: outspoken yet quiet, strict yet beautiful. A quintessentially Dutch invention revealed in all its restraint and all its force. After last Monday’s final day of @dedamfoundation’s pop-up in Amsterdam, “De Polder” will be presented once more in Paris during PFW, in the de dam foundation showroom, at the end of January 2026. The coat and cap are also available to order now at dedamfoundation.com. Photography by @joachimbaan
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Cooking something for the new year
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November dump ✨
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A closer look at the trench coat and cap. Two collaborative pieces by @another.something, @dedamfoundation and @bylennardkok, inspired by the wide, open fields of the Dutch polder. The coat is crafted from Japanese cotton gabardine with a water-resistant finish on the outside and lined with Japanese cupro on the inside. Each piece features buffalo horn buttons sourced from Germany, hand-painted labels by @bylennardkok, and fully hand-stitched details throughout. Produced exclusively in small quantities and manufactured in South Korea. After debuting last weekend at @juki.amsterdam, the pieces are showcased at the @dedamfoundation pop-up on Prinsengracht 234 starting today, and later in Paris during PFW this January. Also available at dedamfoundation.com. Photos by @joachimbaan
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“De Polder” @mistral.guidotti film - @milanvandril @another.something @joachimbaan music - @ruben.oosterman / @de_rivier color - @michelblom_ for @another.everything @dedamfoundation @bylennardkok
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