“Something that is completely normal for us can be completely unknown to someone on the other side of the world—or even our neighbor. That, to me, is exactly what culture is.”

I remember being nineteen, sitting in my room back in 2012, selling American college and sports caps and beanies on an online marketplace. Sure, it was going well, but there was no deeper meaning behind it—I was just chasing that short-lived dopamine rush of each sale. Around that time, I was gearing up to start a Journalism degree. I’ve always been fascinated by personal stories, particularly the ones we rarely hear about. I watched (and still watch) a lot of documentaries—at least one a day—because they unveil new perspectives and expand my worldview. My dream job back then was to become a documentary filmmaker, shining a light on untold stories. That’s why I started with a Journalism study back then.

  • Started from my mothers office room in 2013

  • First items

  • First photoshoot for our Māori cap

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From an early age, I had a strong curiosity, something that runs in my family. We’re deeply interested in exploring our own roots—my family has been through a lot, and there are still a lot of family secrets and untold history within my family, waiting to be uncovered. This cultural awareness drove me to look beyond the obvious. A pivotal moment came when I learned my cousin had lived with the Māori, an indigenous people with ancient wisdom and traditions that often go underrecognized. I realized there are countless cultures—like the Māori—being overshadowed or lost, even though they hold so much value. That became the catalyst for starting my brand.

  • First launch image in march 2013

  • The full website end of 2013/early 2014

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In 2013, I launched Don’t Waste Culture, initially with just two caps inspired by the Māori and the Maya. They sold out within a few weeks, confirming that people were as intrigued by these stories as I was. The brand name itself says it all: everything is culture, and everyone is part of a culture. So it is a kind of statement to spread cultural awareness. What’s “normal” for us might be “foreign” to someone else, even if they live right next door. With Don’t Waste Culture, I wanted to create a platform to inform and inspire, to share these hidden treasures and ensure they remain alive in our collective consciousness.

Back then, I was operating the whole fulfillment and warehousing from my mother’s living room, boxes everywhere, driving her (lovingly) nuts until I finally rented my first office space. Although I’d begun studying Journalism, I soon switched to an Entrepreneurship program—my path was clearly leaning toward building something of my own. I taught myself everything: finding manufacturers, designing products, using my savings to produce, asking for feedback along the way. Eventually, I got noticed by the manager of a big international artist and spent a few years building his brand. While that was a great learning experience, I realized I missed the original spark that Don’t Waste Culture had given me.

  • Unlivable living room at my mom’s house because of the boxes

  • First office in 2013

  • Packing orders in my mother's garage with my brother

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Cultural story, a personal experience, or a spark of curiosity from my own life. Everything around us is culture, even if you’re not aware of it. Still many cultures or subcultures remain unknown. We want each piece to inform and inspire—so that if you discover even one new cultural insight or tradition through our collection, we’ve achieved our goal.

In 2017, I met my future business partner Karel, whose commercial strengths perfectly balanced my creative inclinations. After some more artist collaborations, we both felt it was time to refocus on Don’t Waste Culture. We relaunched on February 12, 2020, with a clearer vision—combining the lessons learned over the years with a bold design perspective. Within two weeks, our first small collection based on the Renaissance sold out again. We reinvested every last cent into our next collection, and that became our big leap forward, even as COVID-19 turned the world upside down. Now we’re selling globally, with partnered retailstores all over Europe.

Today, our mission remains the same as my intrinsic curiosity back then:

“Making the unknown known.”

Looking back, I see how every step—every documentary watched, every conversation shared, every product launched—has brought Don’t Waste Culture to where it is now. Of course, our product is the most important thing here, that’s what I’ve learned along the way, but it’s not just about selling clothes; it’s about sparking curiosity, broadening perspectives, and celebrating the unknown of diverse histories and traditions. This is my purpose. And I’m so glad you’re here to be part of it.

love,

Bas
founder of don't waste culture