About us
Origins
Hey, I’m Rosalie — founder of NEOMACHI, based in Amsterdam.
I first fell in love with Japan and its neon-lit cities in 2014, and from that point on I returned every year until the pandemic temporarily put those trips on hold.
Before NEOMACHI, I worked as an IT consultant. On paper, it was a good job. But the corporate world never gave me much room for the entrepreneurial spirit and creativity I wanted to use every day. When COVID hit and suddenly everything moved indoors, it became even clearer that I wanted to build something I genuinely cared about.
The extra time gave me the opportunity to start experimenting with e-commerce. But I never wanted to sell just anything. I wanted to create something I could pour my creativity into, something I would actually be proud to wear myself — and something made for people I could relate to: techies, gamers, Japan lovers and anyone fascinated by futuristic worlds.
At the time, there was surprisingly little clothing made for that audience. You could find plenty of anime merchandise, but finding genuinely cool Japanese- and cyberpunk-inspired streetwear was much harder.
That was the gap I wanted to fill.
And that’s how NEOMACHI was born.
The Name
NEOMACHI means “New Town” — combining Neo, from Greek, with Machi, the Japanese word for town.
The name represents the world we want to build around the brand.
Our vision is for visiting NEOMACHI to feel less like entering a conventional clothing store and more like stepping into an immersive retrofuturistic city — a world of neon lights, technology, Japanese influences and imagined futures, where the clothes are only one part of the experience.
We want NEOMACHI itself to be memorable, even before you find something to wear.
And we’re still building that world.
Our Mission
From the beginning, we’ve chosen to prioritize quality over shortcuts.
We want to create clothes that look great, feel great and last. As an independent brand, that sometimes means accepting lower margins rather than compromising on the materials, construction or designs we believe in.
As NEOMACHI grows, our goal is to use that scale to make our products more accessible while maintaining the standards we started with.
Above all, we want you to feel that what you receive is worth what you paid for it.
Community
One thing we never want NEOMACHI to become is another faceless company.
We know how frustrating it is to deal with customer service that feels automated, indifferent or impossible to reach — and how difficult it can be to trust an unfamiliar online store.
That’s why staying close to our customers has always been incredibly important to us.
Feedback, ideas, questions and even criticism help shape what NEOMACHI becomes. We want there to be a continuous conversation between us and the people who wear our clothes.
As a small independent brand, we’re still closely involved with our customers. Our customer service is handled by a small team of part-time students, with me always close to the day-to-day business.
As we grow, we want to keep that human side of the brand intact.
So if you have an idea, a question, or simply want to say hi, drop us a message.
Sustainability
We want NEOMACHI to contribute to a future that feels as optimistic as the worlds that inspire our designs.
Clothing has an environmental footprint. Manufacturing requires energy, water, materials and transportation, and we don’t want to pretend otherwise.
Our approach starts with making products that are designed to last. The longer something stays in your wardrobe, the less need there is to continually replace it.
We also want the growth of NEOMACHI to have a positive impact beyond the clothes themselves. Part of our profits is used to support causes we believe in, with a particular interest in projects related to renewable energy and sustainability.
Our long-term ambition is to continually reduce and compensate for the environmental impact associated with producing and delivering our products.
Ultimately, we hope NEOMACHI can become more than a clothing brand.
We want it to become a community of like-minded people who love technology, creativity, Japan and the idea that the future can still be something worth looking forward to.
If that sounds like you, welcome to the city.
The Team
NEOMACHI is still a small, independent brand.
I’m Rosalie, the founder, and I’m involved in pretty much every part of the business — from product development and creative direction to marketing and the day-to-day running of NEOMACHI.
I’m supported by a small team of part-time students who help with customer service and make sure we can stay personal and responsive as the brand grows.
Keeping the team small also means there are very few layers between you and the person actually running the brand. If you message us, you’re talking to someone who genuinely knows NEOMACHI and cares about your experience.
Contact
Want to get in touch?
Send us a message on Instagram, Facebook, or email us at hello@neomachi.com.
NEOMACHI
Danzigerbocht 11
1013 AM Amsterdam
The Netherlands
VAT number: NL861303490B01
