The Drum Awards Festival - Official Deadline

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By John Glenday, Reporter

April 2, 2013 | 2 min read

FreshCotton, the online men’s clothing retailer, is to shakeup Dutch fashion with the launch of a limited edition Stussy Amsterdam tee and Baked cookbook.

Produced in collaboration with ad agency Arnold Amsterdam the cookbook marks a concerted attempt to move away from traditional catalogues by running a series of films fused with a mixture of hip hop and soul sounds.

These document the work of a tattooed chef, Mish Sukyas, who mixes traditional haute cuisine with more experimental ingredients.

Creative director Colin Lamberton, said: “This project represents what we like about Amsterdam – fashion, good food and having fun. The cookbook is very relevant for today’s mash-up culture. Cooking shows are really popular so we wanted to create an alternative take on cooking – one that feels more raw and experimental in premise, but looks and tastes beautiful and sophisticated.

“Chef Misha will show you how to make truly mind-blowing, beautiful food.”

Rickard Engstrom, who (with his creative partner Joris Kang’eri) was responsible for the idea added: “It’s haute cuisine, Amsterdam style: using every street-legal drug you can imagine. From well-known marijuana to more esoteric buzzes”.