First opened in 2008 in Amsterdam, the hotel chain set out to challenge the industry by doing away with traditional features such as a check-in desk, mini bar and a onsite restaurant. Instead, each room though smaller is built on technology and offers free unlimited movies for those who like to spend their holidays in relaxation. There is free unlimited WiFi, stylish communal areas with enough power points for the business customer or those who just want space to work from.
The hotel itself is quite funky with modern furniture, antiques and art, making the chain an the ideal candidate for such a collaboration.
Alfredo Gonzales is run by three co-founders – Dennis Ebeli, Denni van Huis and Hugo Happel. The story behind the brand comes from a local tale that Dennis heard in a local bar on his visit to Mexico whilst on an internship. It tells the tale of a local boy – Alfredo Gonzales who moved to New York to work in a sock factory in downtown Manhattan. A story that has made its way to the website and forms a lining with the brand.
Sometimes the best stories have the most humble beginnings.
What Alfredo Gonzales lacked in height he made up for in determination, and facial hair.
Tequila, BBQ’s, and home made cigars –
His father gave Alfredo everything he had, which wasn’t much.
He won a hundred pesos and a donkey in a drinking contest
which was enough to get him out of Zacatecas.
He didn’t know where he was going,
but when he plodded into New York he knew he was there.
He swapped his sombrero for a baseball cap and his donkey for a skateboard
and landed himself a job in a sock factory.
He had no money for new socks so he customized socks from the factory with buttons he
found on the busy New York streets. Alfredo’s socks got a lot more attention than
his skating. He skated his socks through New York and then Malibu,
the hairy little Mexican who smoked like a chimney and drank like a fish.
In search of new adventures he got on his skateboard and headed for Europe.
Alfredo Gonzales, coming soon to a city near you.
GOOD LIFE, GONZALES LIFE.
You can see more of the collection as well as buy a pair on the collectionM website.