HEMA is by far one of the most iconic stores in the Netherlands, every Dutchy knows it and every Dutchy is proud of it. There’s hardly anyone who isn’t familiar with the ‘HEMA rooktworst’, ‘Jip & Janneke collection’ or the famous ‘HEMA jingle’. Unfortunately, due to heavy competition from giant (international) stores like Action and Flying Tiger, it threatens to disappear from the Dutch street scene. HEMA, Flying Tiger and Action all gives you cheap products, the difference is that HEMA gives you also good quality. In a smart and subliminal way, we want to make people aware that HEMA is still there and you might be better off to buy your products over there. We call it subliminal sabotage.

HEMA is by far one of the most iconic stores in the Netherlands, every Dutchy knows it and every Dutchy is proud of it. There’s hardly anyone who isn’t familiar with the ‘HEMA rooktworst’, ‘Jip & Janneke collection’ or the famous ‘HEMA jingle’. Unfortunately, due to heavy competition from giant (international) stores like Action and Flying Tiger, it threatens to disappear from the Dutch street scene. HEMA, Flying Tiger and Action all gives you cheap products, the difference is that HEMA gives you also good quality. In a smart and subliminal way, we want to make people aware that HEMA is still there and you might be better off to buy your products over there. We call it subliminal sabotage.