The eagle-eyed and elephant-minded amongst you will remember we posted about Dutch streetwear emporium OnTheBlock a few weeks back. True to our word caught up properly with Josine, the driving force behind Europe’s only dedicated women’s streetwear store, to talk Boonie Hats, Run DMC & Air Max 1’s.
What did you want to be when you grew up? I was always a bit of a nerd. I grew up with the beginning of the internet and was hooked right away. I would stay on the computer for hours – even though there wasn’t much you could do on the internet back then. When I got a little older there was no question that was the field I wanted to work in. I’ve been working as a webdesigner for 12+ years now.
In your own words, how would you describe OnTheBlock?
OnTheBlock is all about street vibes with a wink towards hiphop culture. Boy’ish? Yes. But never without a girly edge.
Streetwear has predominantly been the domain of menswear. Why do you think this is?
I don’t really have an answer to that. Maybe because it took some time for women to see that you don’t necessarily have to look like a tomboy when you’re wearing streetwear. Mixing different styles is something that has become more “normal” in the last decade so did the female streetwear business.
What inspired you to address this balance?
I’ve always found it important to do something that connects women. I used to organise exhibitions for young creatives, as a platform for them to showcase their work and to connect with other likeminded women. OnTheBlock is kinda similar to that. Apart from the business that’s behind it, I want OnTheBlock to be a shop with a community feel. More than just a shop where women can buy brands and styles that are hard to find in Europe. It’s also a place where women can inspire each other. Whether it’s with style, music or their careers. This is also why I created the “Baddest OnTheBlock”, a section on the blog where I put inspiring women from all over the world in the spotlight (of course dripped in OnTheBlock items). Besides that I have a team of amazingly cool ambassadors who contribute to the inspiring aspect as well.
What sets you apart from the competition?
There’s no streetwear webshop (in Europe) that is dedicated to women only. A lot of stores and other webshops do sell streetwear (for men and women), but I think it definitely shows that a woman is running OnTheBlock. I spend a lot of time on selecting my items and I think that shows.
Where does your inspiration come from?
My biggest inspiration comes from things that I grew up on. Combining old with new trends is a perfect collection to me.
What’s your favorite piece that you stock?
It’s not up on the site yet, because it’s from the Fall ’15 collection (which will drop very soon), but the letterman jacket by Stussy Women is one of my all time favorite pieces without a doubt. I’ve always been a sucker for letterman/varsity jackets because they are so timeless and you can wear them in so many different ways.
If you could stock any brand what would it be?
On top of my list right now is Dimepiece. Dimepiece has been killing it for years and it actually was (together with Hellz Bellz) one of the first all female streetwear brands. Both brands (and the women behind it) have been a very big inspiration for me. Best part: If it all goes right, OnTheBlock will be selling Dimepiece by the end of the year as well!
How would you describe your own personal style?
I’m not as extravagant as people might expect. I’d say my style is more laid-back. I love a simple and tee or top with some skinnies or leather joggers and of course some fresh sneakers.
How does Dutch street style differ from the rest of the world?
I’m not sure if it does, because you do see a lot of the same looks on the streets out here. But what I will say is that a lot of women that wear streetwear out here have a brilliant taste in mixing different styles.
Where do you shop for threads?
I love online shopping. I hardly never go out to a store to be honest. I wear a lot of clothes from my own shop, but besides that I mostly just buy quality basics from brands like Acne, Costume National and Alexander Wang. London is my number 1 spot for sneaker shopping, but out here in the Netherlands I usually buy (or order) my kicks at Sneakerdistrict.
What’s been your biggest fashion faux pas?
When I was younger I used to wear baggy pants (like REAL baggy pants), thinking I was just as cool as Aaliyah… Not really, hahaha.
What are you obsessed with right now?
Boonie hats. They look so dope on women!
What’s the coolest thing you own?
I have this really dope picture of Run DMC drinking coffee at a kitchen table in my living room. Run DMC was the first rap group that had an endorsement deal with a major corporation. They paved the way for other artists not only musically, but also fashion – and business wise. So that picture, that simple (but so brilliantly timed) shot, is definitely one of the coolest things I own.
What’s the best piece of advice you’ve ever been given?
I’m blessed to have someone by my side who always believes in me and who sees no boundaries in what’s possible. He always tells me: “If somebody else can do it, why not you?” And as simple as it may sound, it’s so true!
What do you collect?
90’s R&B/Hiphop – whenever I have some free time I spend hours on searching for more and more classics! Besides that, Nike Air Max 1’s. I’ll never have enough of ‘em.
What’s on your radar right now?
There aren’t many new artists that I listen to, but I’m very big on everything Janelle Monae and her Wondaland family is doing. I’m also really into Rochelle Jordan and Kehlani. For me, they bring back the “good old days”. Besides that I just listen to a lot of Soul classics and 80’s/90’s R&B and Hiphop. When it comes to films I’m a sucker for some good horror movies!
What do you think will be the key trends that we’ll see?
I think female streetwear will keep on developing and getting more mature. Meaning cleaner designs and better quality. Just wait till you see what I got in store for you guys in Spring ’16!
Are there any plans to create your own line?
At this moment there are no concrete plans, but it’s definitely something I want to look into in the future.
What do you want to see happen in the future?
I would love to set up a (temporary/pop up) store in the near future. Personally connecting with my customers is very important to me and something I put a lot of work and effort in, so it would be really dope to be able to do that in real life.
Thanks for your time Josine and an even bigger thank you from us on behalf of all the girls rockin’ streetwear.
Head over to OnTheBlock and check out all the goodness here.
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