Posterboyz Studio

In 2021 the shows were cancelled and the shoots were off. We kept working anyway: a camera, Fresku's music, and whatever could be filmed. A documentary came out of that year and is still in the works. So did the videos for Dankbaar, Begrijpen and Ongeëvenaard.

Then the obvious question. Fans could stream the music and watch the videos, but there was nothing they could hold. So we decided to make that, and to own the company that made it.

First we hired a brand strategist. She worked out what Posterboyz was for and how far it could go, which is the part most merch lines skip and later regret. The concept she landed framed it as an invitation rather than a shop: open to makers and artists ready to be seen, from established brands to new names. We had spent years telling stories people could feel. The next step was making them tangible.

Then we commissioned the brand guide: the primary script, the secondary lockup, the monogram, the palette, the stamps. Everything after that is ours. Merch design, sourcing, photography, packaging, the webshop, and eventually the software. Awaken, shape, collaborate went onto a wax seal, and onto every box that leaves us.

Fresku collects Japanese artwork. Takumi Ramen Kitchen is built on it. So when the album promotion came round, Takumi came to us for a merch project, and we went to Eindhoven to meet Takumi Ogata, the designer behind the restaurants.

Ogata drew the artwork. We turned it into product: two hoodies, two tees, a cap, a tote, two A1 posters, a ramen set with engraved chopsticks, and a limited box that held the lot. Every piece carries one line of his lettering, moet eten, moet.

It ran as two drops a year apart. Nothing from the first one is left.

Ogata drew the artwork. Everything after that was worked out in a room together: the print positions, the garment weights, which of his lines went on which body, what survived being screen-printed at size.

Two makers who had never shared a discipline, going through tech drawings, sample garments and proofs until the collection was one thing rather than a restaurant's art on a rapper's shirt.

The collection travelled after that. The film below is the stand at a Rotterdam show: the rail, the price cards, and the special box open with everything laid out inside it.

The launch was a listening session inside the restaurant. Silent-disco headphones on every guest, the record playing through them, ramen on the tables, and the collection on a rail by the door.

The room heard the album and bought the merch on the spot. It is still the best argument we know for making physical things: people buy differently when they are standing inside the thing.

Leren Leven is Fresku's seventh studio album: thirty tracks, and his most personal record. We handled the physical release around it. The LP, the cassette EP, and the book documenting how the album was made, all printed to spec, with bleed, spine width, paper stock and sleeve dimensions fixed before anything reached a press.

September and October 2024 are still the two biggest months the store has had.

Polaroid and tour artwork across 200gsm oversized tees and 380gsm washed hoodies in blue and pink, plus a shirt Fresku drew himself.

Two films, no product shots. On the left the delivery landing: pressed sleeves stacked on the table, the rail of finished garments, and Fresku signing copies by hand before they shipped. On the right the pieces that could not be manufactured at all, laid out on the floor and painted one at a time.

Gino Pietermaai came for a full drop. We designed the Zwaar Master artwork, built the oversized tee and the A1 poster around it, produced both, shot them on location at a festival, and sold them through our own store. Nobinh followed with a limited run.

The offer to an artist is simple. Bring the audience: we cover everything between a drawing and a delivered parcel.

Outerspass came to us for the release of Zurück in die Arschloch. We pressed it on 12-inch yellow vinyl, produced the official shirt, and put out the LP-and-shirt bundle alongside both.

It went live in March 2026 and took 254 orders that month. They are also the first artist going live on the royalties portal, which is the next thing we had to build.

Every artist selling through the shop earns a share of what their products make. For years that share lived in a spreadsheet, which meant the artist had to take our word for it.

So we built them somewhere to look. Artists sign in and see their own sales as they happen, their own share, and exactly what they are owed. When they want paying, they invoice us from the same screen.

Nothing to request, nobody to chase, no number they have to trust us on. Outerspass is live on it now. A Dutch feature film releasing in 2027 joins next.