Amsterdam brand Scotch & Soda has been busy as of late, scouring the earth in search of one thing: Amsterdam. Eyebrows raised? Wait until you hear the punchline: upon finding their desired destination, they journeyed 41 hours to get there, taking all manner of transport facilities – plane, boat, husky, you name it – in order to reach the beloved hometown. Confused? We don’t blame you.
It turns out that this crazy planet is home to more than one Amsterdam. There’s actually 12, to be precise. Captivated by this idea, Scotch & Soda decided to travel to the most remote of the dozen ‘dams to prove that the metropolitan heart of the Netherland’s tenacious spirit can be found everywhere – even on one of the most isolated islands in the world.
In a stunning video, above, the brand reveals the beauty of Amsterdamøya, a place so far north that for four months of the year the sun simply doesn’t set. Enchanting and alluring, as models decked out in Scotch & Soda’s AW17 collection pilgrimage across the island’s expansive planes, a smooth-talking voice-over narrates the parallels between the island’s landscape and the seemingly antithetical capital city that we’re already familiar with. Under his guidance, we see that actually, the two places are pretty similar. “Whoever imagined something out of nothing?” he asks, as a rugged model attempts to warm himself by a fire. Frankly all we want to imagine is slipping one of their cosy scarves around our necks come snowfall.
It doesn’t stop there. Scenes from Indonesia, the Indian Ocean and South Africa enlighten us to some of the remaining Amsterdams, far and wide, making us want to book a round trip to each and every one of them ASAP. Revealing that the spirit of Amsterdammers knows no boundaries, we’re taken to cliff tops, mountainous planes and idyllic coasts, all in the space of about 60 seconds. “…Amsterdam is wherever you want to be,” closes the poetic narrator, but now we just want to visit 12 the real deals.