Brothers, friends, teammates, fans....we've always been that from since we were born, so founding Erstwhile was bound to happen.
Although we've always been connected, we've had different paths in life.
Evert and Roelof are brothers and Rutger is a childhood friend. All of us were raised and still live in Mechelen, the friendliest and most beautiful town in the centre of Belgium.
2009: Roelof started his own company of bicycle stores with his eldest brother Hendrik.
2011: Evert and Rutger started their television production company, with a focus on sport and the true stories of life.
Things were boiling for years .... we should create together. Let's offer people alike clothes that embody the true values of sports, the joy of togetherness, the amateur spirit, laughter, the urge for a beer after a ride,....
We wanted to create goods that last, goods that tell a story, goods that create a community, goods that are unique.
June 21, 2017 - everything changed on that day.
Evert was diagnosed with stage 3+ colon cancer. Things did not look good. But as Evert started battling from day one, the three of us started building shortly after. Nothing more true than one of the biggest clichés in the world. Life is too short, so enjoy it while you're at it.
September 14, 2017 - we sat together and put our dream on paper.
Fueled by our gut-feel, our love of sports and pure dedication to make goods that stand out, we started our journey. What followed was a year of trial and error. We talked and listened to loads of people, learned about designing and crafting clothes, travelled a lot, made lots and lots of errors, got inspired by the smallest things and the kindest people, sampled lots and lots of clothes and foremost we rode our bikes for miles and more.
November 5, 2018 - Erstwhile started pedalling
We took the jump and we did it, we started Erstwhile. Our goal was clear from day one. Creating sport-loving goods, that are unique, tell a story and are unmatched in quality.
The moment we pushed that button our cheeks were clenched together, but it was confident clenching. Shortly after the first domestic orders came through, retailers started to order, people started to genuinely like and talk about us. Not long after France, UK, Denmark, Japan, Spain, USA, Germany, Australia, Sweden, Singapore, Hungary, the Netherlands.... well all parts of the world followed.
And the response and messages were nothing short of amazing and encouraged us to keep going. So the dream became a little bit more real...
Three years later we're still living the dream ... still on a very very small scale. We're enormously confident at what we do, why we do it, how we do it with and for who we do it for.
In 2021, we launched our first dedicated women's collection, created by Laura, Laura and Leentje. Inspired by the same Erstwhile philosophy, they made some excellent T-Shirts and Sweatshirts.
We're proud that...
- we create sport loving goods, for the sport, for the love, for the amateur spirit
- we craft it from A to Z, from the yarn, the dyeing, the knitting, the fit, the colours... we create, we make, we tell
- we team up with companies with a shared culture of putting happy people at the centre of their business
- people reach out to us to say thank you, when we all know it is the other way around.... it is us that are thanking all of you
- we have our own chair, made by Jamy Ivens, a former cyclist who crafts these amazing chairs.
So an enormous thank you to all of you for the support, messages, gratitude and for sticking with us on our ride!
Have fun, enjoy sports, enjoy life.
All the best,
Evert, Rutger, Davey and Roelof