re-define ‘Royal’
Dutchlab believes that the word “royal” should no longer be defined by bloodline or authority. The nobility once tied to crowns, class, and tradition must now be rewritten through a new lens of sensibility. What we call “New Royalism” is not something inherited. It is a dignity shaped by one’s taste and attitude. Rather than follow classical forms blindly, we question them, deconstruct them, and rebuild them with intention. In that process, our choices, our details, and our daily rituals become the essence of nobility as we see it. Those who know how to enjoy life in their own way. Those who place value in presence over protocol, and perspective over the past. They are the new royals of the age we envision. And Dutchlab proposes a culture in which they can fully live.
New Royalism
Mission · Vision
Dutchlab believes that everyone can create a sense of center in their own way. Rather than following tradition, we reinterpret the classics through a modern lens. We seek to make space for people to fill their lives with personal sensibility and detail. The future we envision is one where sensibility becomes the new form of authority. In that world, dignity is not prescribed. It is self-defined.
This is the world we imagine through New Royalism.
“Think Against Classic”
Slogan
Dutchlab admires the classic but does not conform to it. Tradition is not a rule to follow but a question to explore. We do not simply inherit old forms. We dissect them, reinterpret them, and build something new. To “think against classic” is not about rebellion. It is a stance of thoughtful reconstruction. We challenge the familiar not to break it but to uncover a deeper kind of beauty. It is in this act of reimagining that Dutchlab’s vision of New Royalism begins.
Dutchlab Brand Identity Logo
‘Dutchlab’ Logo
Under the slogan “Think against classic”
DUTCHLAB proposes a new form of New Royalism, defined not by authority but by personal taste and attitude. We believe that anyone can embody their own sense of royalty by deconstructing the classical and shaping a sensuous everyday life on their own terms.
The DUTCHLAB logo consists of three types: TYPE.01 Wordmark, TYPE.02 Symbol, and TYPE.03 Signature, each designed to express the brand’s flexibility and intentional consistency across diverse touchpoints.