Applied Art Forms

Applied Art Forms, commonly abbreviated as A/A/F and often styled in capital letters, is a fashion brand based in Amsterdam, Netherlands. It was founded in October 2020 by Scottish musician Guy Berryman, best known as a member of Coldplay, after approximately three years of development. The business operates under Ratino Limited and was established in Amsterdam partly because of Berryman's professional and personal contacts in the region. The brand developed from Berryman's personal archive of vintage clothing. His collection of garments from the 1940s through the 1960s, particularly military, utilitarian and workwear pieces, became a reference point for the first collection. Berryman studied mechanical engineering and architecture at University College London before leaving to pursue music, and he has described that technical and architectural background as informing a design approach that sits close to product design. He shares design responsibilities with Marcel Verheijen and has also held the brand's creative-director role. Applied Art Forms focuses on functional garments with restrained colour palettes, limited visible branding and adaptable construction. Its silhouettes are generally oversized, loose and wide-bodied, with influences from Japanese streetwear as well as European military and workwear. Although the garments were initially developed around male body shapes, the brand presents them as unisex. It places emphasis on durable materials, natural fibres where appropriate, repairability and long-term use rather than rapid seasonal turnover. Instead of following a conventional fashion-calendar model, Applied Art Forms maintains a permanent catalogue that is periodically expanded or updated. Its early sales began through an online store that initially served Berryman's friends and acquaintances. Distribution later broadened through specialist retailers and companies including Dover Street Market. From 2021 to 2024, the brand expanded its physical presence through stores and retail partners in cities including Tokyo, Singapore and London, while also collaborating with retailers in Berlin, Los Angeles and Milan. In July 2025, it presented a showroom during Paris Fashion Week, and in November 2025 it opened a flagship store in Amsterdam. The assortment includes modular outerwear, cargo trousers, bags, knitwear and other utilitarian garments. Notable designs include the AM2-1 Modular Parka, the DM1-1 Japanese Cargo and the WU1-4 Parachute Bag. The brand has also moved beyond standard apparel. Its Canal House Line uses antique textiles and includes the C.H.L Boro Liner, a signature jacket incorporating historic boro fabrics. A jewellery collaboration with English designer Hannah Martin produced the Vanitas series, while a 2023 partnership with Master & Dynamic resulted in wireless headphones inspired by the Apollo space missions. Fashion coverage has generally framed Applied Art Forms as an example of a celebrity-founded label that is more product-focused and understated than many such ventures. Reviewers have highlighted its adaptable construction, restrained visual language, use of archival references and emphasis on longevity. The brand has also benefited from visibility among Berryman's Coldplay associates; a shirt bearing the phrase “Love is the drug” received attention after Chris Martin purchased it. In March 2026, Berryman stated that he would step down as creative director, marking a prospective change in the brand's creative leadership while leaving its subsequent structure unclear.

Applied Art Forms was developed by Scottish musician Guy Berryman over a period of roughly three years before its public launch in October 2020. The concept grew from his archive of vintage garments, particularly clothing associated with military service, industrial work and practical everyday use. Rather than treating these references as costumes, Berryman reworked their functional details and proportions for contemporary wear. His earlier education in mechanical engineering and architecture at University College London contributed to an interest in structure, materials and object-like design, although he ultimately left university to pursue music with Coldplay. The company operates under Ratino Limited and established its headquarters and principal studio in Amsterdam. Berryman has handled both design and creative direction, working alongside Marcel Verheijen on design. The first commercial activity was relatively direct: a website sold the initial clothing to friends and early supporters. The brand subsequently developed broader marketing and retail activity, including curated music playlists made with guest contributors. This combination of clothing, music and industrial references helped distinguish the label from a conventional celebrity merchandise project. The product strategy has been based on a permanent catalogue rather than a strict succession of seasonal collections. Garments may remain available while the range receives occasional updates, new materials and additional styles. This approach supports the brand's emphasis on longevity and adaptability. The design language combines European archival clothing with Japanese streetwear proportions, producing oversized and loose-fitting silhouettes. Core products include modular outerwear, cargo trousers, bags and other pieces that use detachable components, utility pockets or material treatments associated with workwear. Although the original garments were developed for male body shapes, Applied Art Forms later presented the collection as unisex. Its visual identity relies on muted or neutral colours and relatively discreet branding. Fashion writers have described the label as a restrained alternative to more logo-driven celebrity brands and have highlighted its ability to convert archival menswear references into contemporary everyday clothing. Distribution expanded during the early 2020s. Between 2021 and 2024, the brand reached physical retail markets including Tokyo, Singapore and London through companies such as Dover Street Market. It also worked with retailers in Berlin, Los Angeles and Milan. These relationships placed the label within specialist fashion and design retail rather than mass-market apparel. In July 2025, Applied Art Forms operated a showroom in Paris during Fashion Week. Four months later, it opened a flagship store in Amsterdam, strengthening the connection between its Dutch base and its international retail network. The brand broadened its scope through several special projects. In 2023, it worked with Master & Dynamic on wireless headphones influenced by the Apollo missions. Its Canal House Line used antique textiles in a more artisanal collection, including the C.H.L Boro Liner, a jacket made with boro fabrics dating from the nineteenth century. Berryman also collaborated with English designer Hannah Martin on the Vanitas jewellery series. The jewellery's imagery draws on vanitas paintings and their themes of mortality and the temporary nature of worldly achievement. Applied Art Forms has received favourable editorial attention from publications including Esquire, Hypebeast, Mr Porter, Numéro Netherlands, Robb Report and Highsnobiety. Coverage has emphasised durability, material quality, minimal branding and the influence of Berryman's engineering, architectural and vintage-clothing interests. The label also gained informal exposure through Coldplay, whose members have worn or used its products. A “Love is the drug” shirt attracted particular attention after Chris Martin purchased it. In March 2026, Berryman announced that he would leave the creative-director position. The available reference material does not identify his successor or explain whether he would retain another role in the business.

• 2026

  Creative-director transition announced

  [1]Applied Art Formsen.wikipedia.org

  Guy Berryman stated in March 2026 that he would step down as creative director.

• 2025

  Paris Fashion Week showroom

  [1]Applied Art Formsen.wikipedia.org

  The brand presented a showroom in Paris during the July 2025 fashion-week period.

• 2025

  Amsterdam flagship opens

  [1]Applied Art Formsen.wikipedia.org

  Applied Art Forms opened a flagship store in Amsterdam four months after its Paris showroom.

• 2023

  Master & Dynamic collaboration

  [1]Applied Art Formsen.wikipedia.org

  Applied Art Forms and Master & Dynamic released wireless headphones drawing on Apollo-mission design references.

• 2021

  International retail expansion begins

  [1]Applied Art Formsen.wikipedia.org

  The label began expanding from online sales into specialist physical retail, including distribution associated with Dover Street Market.

• 2020

  Brand launched in Amsterdam

  [1]Applied Art Formsen.wikipedia.org

  Applied Art Forms launched in October 2020 after approximately three years of development by Guy Berryman.

A design-led, unisex fashion label focused on durable and adaptable garments derived from vintage military, utility and workwear references, with a restrained aesthetic and a permanent rather than strictly seasonal product catalogue.

• Outerwear

  AM2-1 Modular Parka

  A signature outerwear style built around modular construction. Its detachable parts allow the wearer to alter the garment's configuration and function. The design reflects Applied Art Forms' broader interest in utility clothing, adaptable systems and practical details, while its loose proportions and restrained presentation place it within the brand's contemporary unisex wardrobe.

• Trousers

  DM1-1 Japanese Cargo

  A cargo-trouser design inspired by Swedish dead-stock trousers and interpreted through the brand's interest in Japanese streetwear silhouettes. It combines archival utility references with a generous, relaxed shape. The style represents Applied Art Forms' method of translating historical workwear into flexible contemporary clothing rather than reproducing vintage garments literally.

• Bags

  WU1-4 Parachute Bag

  A bag made from military parachute material, connecting the accessory to the brand's recurring use of military and industrial references. Its material choice reflects the label's interest in durable, functional textiles and in giving archival or surplus materials a new role in an everyday product.

• Artisanal apparel

  Canal House Line

  An artisanal collection that uses antique textiles and places greater emphasis on historical materials and individual craft. The line extends Applied Art Forms beyond its core utilitarian wardrobe while retaining the brand's interest in longevity, material provenance and garments with a strong relationship to objects from the past.

• Outerwear

  C.H.L Boro Liner

  A signature jacket from the Canal House Line woven with boro fabrics dating to the nineteenth century. The piece foregrounds the historical value and visible texture of its materials, creating an artisanal counterpart to the brand's more technical and military-influenced garments.

• Jewellery

  Vanitas jewellery series

  A jewellery series created with English designer Hannah Martin. It draws on the symbolism of vanitas paintings, which traditionally address mortality, impermanence and the fleeting nature of worldly possessions. The collaboration combines industrial and punk sensibilities with a more conceptual visual theme.

• Consumer electronics collaboration · 2023

  Master & Dynamic wireless headphones

  A 2023 collaboration with Master & Dynamic that applied Applied Art Forms' design language to wireless headphones. The product was inspired by the Apollo missions, extending the brand's interest in engineering, industrial objects and space-age functional design beyond apparel and accessories.

• 2025Paris Fashion Week showroom

  France · International

  The brand used a showroom in Paris during the July 2025 fashion-week period to present its permanent catalogue and newer additions to international fashion audiences and buyers.

  Outcome. The showroom preceded the opening of the brand's Amsterdam flagship store later in 2025.

  Source
• Guest-curated music playlist programme

  International

  Applied Art Forms supported its broader brand communication with music playlists curated by special guests. The initiative connected the label's clothing proposition with music culture and reflected Guy Berryman's background as a working musician.

  Outcome. The programme helped the brand develop a cultural identity alongside its product-focused fashion presentation.

  Source

• 2026

  Creative-director transitionOther

  Background

  Guy Berryman had led Applied Art Forms' design and creative direction since its founding.

  Action taken

  Berryman stated in March 2026 that he would step down as creative director.

  Aftermath

  The available source does not identify a successor or clarify Berryman's future relationship with the company.

  Source

• 2025

  Strengthen direct physical retail in AmsterdamStrategy

  Background

  After expanding through online sales, Dover Street Market and other international retail partners, Applied Art Forms had developed a wider international customer base.

  Action taken

  The brand opened a flagship store in Amsterdam four months after its July 2025 Paris showroom.

  Aftermath

  The store established a permanent physical expression of the brand in its home city; longer-term commercial results were not reported in the reference material.

  Source

• 2023

  Extend the brand into audio hardwareProduct launch

  Background

  Applied Art Forms had established a design language connected to engineering, industrial objects and utilitarian products.

  Action taken

  The brand collaborated with Master & Dynamic on wireless headphones inspired by the Apollo missions.

  Aftermath

  The project broadened the brand's activity beyond clothing into a premium design-oriented electronics collaboration.

  Source

• 2020

  Adopt a permanent-catalogue modelStrategy

  Background

  Applied Art Forms was developed as a product-focused label drawing on archival clothing and was not structured around the conventional fashion-season calendar.

  Action taken

  The brand maintained a permanent catalogue, adding or updating styles periodically instead of replacing the assortment wholesale each season.

  Aftermath

  This model reinforced the brand's positioning around longevity, adaptability and continued use rather than rapid seasonal turnover.

  Source

• 2020

  Present the collection as unisexStrategy

  Background

  The garments were initially tailored around male body shapes, while the brand sought a broader contemporary audience.

  Action taken

  Applied Art Forms shifted its presentation and marketing toward a unisex positioning.

  Aftermath

  The brand retained its loose, workwear-derived silhouettes while making gender-neutral presentation part of its market identity.

  Source

• 2026

  Guy Berryman announces departure from creative-director role[1]Applied Art Formsen.wikipedia.org

  Leadership change

  Berryman stated in March 2026 that he would step down as Applied Art Forms' creative director. The brand's subsequent creative-leadership arrangements were not specified in the reference material.

• 2025

  Applied Art Forms presents a Paris Fashion Week showroom[1]Applied Art Formsen.wikipedia.org

  Campaign

  The brand presented its work through a showroom in Paris during the July 2025 fashion-week period.

• 2025

  Applied Art Forms opens an Amsterdam flagship store[1]Applied Art Formsen.wikipedia.org

  Other

  Four months after its Paris showroom, the brand opened its first flagship store in Amsterdam.

• 2023

  Applied Art Forms collaborates with Master & Dynamic on Apollo-inspired headphones[1]Applied Art Formsen.wikipedia.org

  Product launch

  The fashion label partnered with Master & Dynamic on wireless headphones whose design references the Apollo space missions.

• 2021

  Applied Art Forms expands through international specialist retail[1]Applied Art Formsen.wikipedia.org

  Other

  The brand began extending distribution beyond its online operation, including through Dover Street Market and retail locations in international fashion markets.

• 2020

  Applied Art Forms launches its first collection[1]Applied Art Formsen.wikipedia.org

  Product launch

  The Amsterdam-based fashion brand founded by Guy Berryman began distributing clothing online after several years of development.

1. 1Applied Art Formsen.wikipedia.org