While walking through Amsterdam recently, I came across a brand that immediately caught my eye: GAMEFACE. The name sounded familiar, and then it clicked, I had actually been following them on Instagram for a while. Their page has strong visuals and a very clear look, so the brand already stood out to me online. Seeing the pieces in real life made that impression even stronger.
GAMEFACE is an Amsterdam-based brand with a menswear collection that includes a wide range of items: tops, bottoms, sweat sets, puffers, jackets and bags. There’s quite a bit to choose from, but everything still feels connected through the same style.
To me, the designs sit somewhere between streetwear and rave culture. There’s a mix of relaxed silhouettes, dark and muted tones and pieces that feel comfortable but still shape the body nicely. The logo also reflects that direction, it has a slightly tech or rave feel to it, at least that’s the vibe it gives me.
A lot of the collection also works well as everyday comfort wear. Think baggy sweatpants with matching sweatshirts, pieces you can easily wear on a casual day but that still look put together.
What really makes GAMEFACE interesting though is how the clothes are made. All the items are produced by hand by the two founders and their team inside their store in Amsterdam’s P.C. Hooftbuurt. The designers create the patterns, cut the fabric, sew every piece and tailor items for clients themselves. Every garment is made from scratch, which means a lot of attention goes into each piece. Because of this, the process feels very personal, both for the people making the clothes and for the people who end up wearing them. The team also offers tailoring to make sure pieces fit their clients properly.
The brand is already starting to get some attention outside Amsterdam as well. Artists like the rapper Central Cee have been seen wearing GAMEFACE, which shows the brand is slowly making its way onto a bigger stage. Check out their instagram page for more.
I always like highlighting brands that are doing things in their own way, and GAMEFACE definitely fits that category. It’s independent, hands-on and has a clear point of view, something that’s always good to see in menswear.