A brief history of the brand

In the early 90s, Edson decided that DJ’ing was his favourite out of all the Hip-Hop art forms and focused on mastering the craft at Cafe de Duivel. See, back in those days, it wasn't common to hear Hip-Hop at bars or clubs. Hell, it was unlikely for you to be welcomed at some bars if you just looked different back then. So when de Duivel opened in '92, it became a haven for Hip-Hop fans and people of all colour and creeds ever since. Notorious for begetting a rather tough crowd, these training grounds would rapidly grow his skills as well as his reputation around town as a talented Hip-Hop DJ. 

In 1996, the New York-based Fatbeats record shop expanded to Amsterdam and Edson quickly applied for a day job to get first dibs on all new incoming records. When he started working at Fatbeats, Edson joined a staff consisting of some of Amsterdam's best Hip-Hop DJ's. The Fatbeats squad was not well known for their excellent customer service or their patience, but they were infamous for their cockiness and their extensive Hip-Hop knowledge. That knowledge got put to the test when Edson met Gee.By this time, Gee visited the Fatbeats store almost every other Saturday. On one of these visits in '99, the Arsonists new song Blaze was playing and the store team was discussing what sample they had used on the strings. Gee overheard the conversation and mentioned that it came from the soundtrack of the War of the Worlds musical. Edson baulked at the suggestion but had to admit defeat when they checked the facts. Having displayed his comprehensive knowledge of music to the Fatbeats team, Edson recognised a kindred spirit and brought Gee to de Duivel for drinks. They were sitting at the bar, talking shit and sharing beers and whiskeys, surrounded by friends. Arsonists - BlazeIt was the start of a strong friendship that later turned into an equally strong professional partnership. In four years, they would be sitting in those exact spots, having a conversation that would change both their lives.