FIRM POMADE

SONS OF SEVEN Verified independent store

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Born from the courage to shine. To express yourself in every light, without apology. Post-war Amsterdam, a city in ruins. Society has suffered and therefore people orient themselve s towards safety and uniformity. Amidst this grey world a younger generation breaks free from these social standards. A rebellious youth movement called ‘Nozems’ emerges. The Nozems developed an unorthodox style inspired by 50’s rock ‘n roll culture: leather jackets, jeans, big quiffs full of pomade. They roamed the streets on motorbikes and gathered in cafés and street corners, creating a presence that was rebellious and magnetic. The Nozems rejected the strict rules of their conservative society and shaped a world of freedom and self-expression. Show more