This past weekend, in the lead-up to Amsterdam Fashion Week, Studio HAGEL celebrated its 10th anniversary in grand style. The team, led by Mathieu Hagelaars and supported by Imke Nijst and Ine van den Elsen, turned Amsterdam upside down for a weekend with various events, workshops, and a closing party at the Skatecafé.
And Sneakerjagers was invited.
HAGEL 10Y
We’re just recovering and already feeling FOMO. Last weekend of August, we were invited by Studio HAGEL to celebrate 10 years of footwear alongside their team.
The design studio, founded by Mathieu Hagelaars as a one-man operation, celebrated its anniversary with a three-day party at PARK Amsterdam.
What started small has grown into an internationally recognized studio collaborating with brands like Valentino, Off-White, Moon Boot, and ASICS. From the well-known Makers Mondays, where Mathieu challenges himself to design sneakers in the most creative ways, to a collection designed with Virgil Abloh for Off-White, Studio HAGEL has had a whirlwind journey.
Plenty of reason to celebrate.
The anniversary weekend coincided with the opening weekend of Amsterdam Fashion Week. It offered a varied program: workshops with ASICS and PUMA, a run with Veja, a skate jam, and, as the highlight, the ongoing exhibition at PARK.
Exhibition PARK
The 1,000m² exhibition showcased a decade of HAGEL. For the first time publicly, the Makers Mondays experiments, the weekly design challenges that put HAGEL on the international map, were on display.
Collaborations with Takashi Murakami, Virgil Abloh, Pierpaolo Piccioli, and in-house projects were also exhibited.
On Saturday evening, the sold-out Skatecafé was transformed. Friends, designers, sneaker enthusiasts, and fashion journalists came together on the dance floor, with names like Jan Koster and EYCEE (B2B), DJ Europarking, Juja, and Lamique in the lineup, just to name a few.
Until Next Time
The HAGEL10Y weekend proved that a small, passionate team can dream big and throw a party like no other. Experimentation, creativity, and a unique brand experience were at the heart of it, bringing together a vibrant audience.
As Hagelaars said during the opening: “Welcome to a Decade of Sneaker Innovation… This exhibition is our chance to look back with pride at this incredible 10-year journey and share our excitement for what’s still to come.” And that last part? Sneakerjagers couldn’t be more excited.
Already looking forward to the next 10 years.
