In 1989 three Dutch friends opened a clothing store in the Amsterdam Sarphatistraat. A place to go for cool American brands for a good price. The concept was brand new in the Netherlands and quickly grew a lot of customers (or fans, depending on how you view it) from all over the country, in search of the authentic ‘American heritage’ look. America Today was born!

Nowadays America Today still represents iconic American brands such as Eastpak, Wrangler and Converse but with one big change: their own label. Just like the stores, America Today the brand focuses on young adults who love to be inspired by the American College Lifestyle.