History
America Today was founded in October 1990 by three young entrepreneurs: Mike Spits, who grew up in America, and brothers Ivo and Bart Hulshoff. The first shop opened on Sarphatistraat in Amsterdam, where the friends sold popular American brands such as Levi's, Champion, Nike, Timberland and Ray-Ban for 30-40% less than other retailers. This rebellious concept was new in the Netherlands and attracted long queues of customers who couldn't wait to score an affordable Levi's.
The brand grew rapidly, with shops throughout the Netherlands and, in 1996, the first branch in Belgium. In 2002, we introduced our own label, translating the American lifestyle into our own designs. One of our iconic items is the mackintosh. In 2010, America Today had 50 shops in Europe.
We keep renewing ourselves, always inspired by the American ‘we go for it’ mentality.
Facts
Although the official launch was in 1990, we like to tell you that our adventure began in 1989. Research shows that years ending in 9, such as 1989, make a more powerful impression than round years like 1990 or 2000.
We're in Germany, Belgium and the Netherlands!
America Today was the first store to sell Oreo and Ben & Jerry's in the Netherlands.
We used to do photo shoots with real locals in New York. We asked them to put on an America Today shirt and captured them in their own iconic surroundings.
Our headquarters is in the same building as MS fashion.
In 2024, we opened our store on Nieuwendijk in Amsterdam during Pride Week! The opening was celebrated with a drag show.
Our store in Den Bosch used to be a cinema. You can still spot fun elements here.
