Maha Amsterdam Celebrates 10 Years of Empowering Women Who Love Sneakers

When Saskia van Hofwegen and Dian Iskandar founded Maha Amsterdam in 2015, they saw a clear, unfilled gap in the streetwear market for women. Choices often felt limited, reduced to feminine versions of men's styles that consistently offered better quality and more refined design. They were determined to change that.

Nearly a decade later, Maha has grown beyond just a store, it's become a hub for community, creativity and culture. Through carefully curated selections from brands like Nike, Salomon, Stüssy, and Brain Dead, as well as launching their own collaborations with Adidas, Vans and Clarks Originals, they've remained dedicated to providing women with authentic, high-quality streetwear.

But Maha is more than just the clothes and sneakers on its shelves. With the addition of the Café Maha Amsterdam, the store has become a gathering place—somewhere to pause, connect and feel part of something bigger.
Now, as co-founders and parents, Saskia and Dian are navigating a new chapter—one that has brought an even deeper sense of purpose to their work. "Becoming parents has shifted our perspective, making us more focused and mindful of where we direct our energy," they share.

In the latest installment of Baes with Kicks, we reconnect with the Maha founders to discuss their journey, the impact of their community and what's next for the pioneering streetwear store.

Name: Saskia van Hofwegen & Dian Iskandar
Location: Amsterdam
Occupation: Co-Founder's of Maha Amsterdam and Café Maha Amsterdam

Looking back to 2015, what inspired you to take the leap and start the store together, and how has that vision evolved over the past decade?

It's hard to believe it's been a decade already. When we founded Maha Amsterdam in 2015, we identified a significant gap in the streetwear market for women. The options available were often either overly feminine or exaggerated, while men's designs consistently offered superior quality and more sophisticated styles. We were driven to change this. Our mission was to provide women with the same quality, design and authenticity in streetwear that men had access to, and this vision became the foundation of Maha Amsterdam.

Over the years, this vision has continued to evolve as we've seen the landscape of streetwear and fashion shift. While we initially focused on offering women the same quality and design as their male counterparts, we've expanded that mission to be more inclusive and forward-thinking. We now emphasize innovation and collaboration, working with brands and artists who share our values. At Maha Amsterdam, we remain dedicated to offering high-quality, thoughtfully curated pieces, but we also aim to push the boundaries of what streetwear can represent -- both in terms of culture and social responsibility. Our journey has been about constantly reimagining what's possible within our reach, and we're excited for the next phase of our evolution.

Having done many sneaker collaborations before, how did it feel to see your ideas come to life on the iconic Clarks Wallabee?

Seeing our ideas come to life on the Clarks Wallabee was an incredible feeling. The Wallabee is such an iconic and timeless silhouette, so having the opportunity to collaborate on it was a true honor. It's not just about creating a product, it's about merging our vision with a piece of footwear that has a rich history and cultural significance.

What inspired the two-tone faux stingray and leather design? Can you share what inspired that combination, and what story or feeling you wanted to capture with it?

The inspiration behind the two-tone faux stingray and leather design came from a desire to create something bold, yet refined -- something that would make a statement while still feeling grounded in luxury and craftsmanship. We wanted to play with textures and contrasts, blending the smoothness of leather with the exotic, tactile quality of faux stingray. The combination of the two materials felt fresh, almost unexpected, but also timeless in its appeal. Together, they represent the duality of modern streetwear. We aimed to capture a sense of bold individuality and luxury, but also a feeling of elevated street culture.

What was it like collaborating again with Adidas and fellow women-led sneaker store Naked CPH?

To be part of something that was brought together by Adidas, an important partner of Naked Copenhagen and Maha Amsterdam, felt like a full-circle moment, and it made the entire experience even more meaningful. The outcome was truly a celebration of not just the product, but also the incredible people who made this collaboration memorable.

How important has your community been in shaping the direction of Maha? What's it been like to see the store become such an important part of Amsterdam's streetwear scene?

Our community has been absolutely essential in shaping the direction of Maha Amsterdam. From the very beginning, we've always viewed the store not just as a retail space but as a gathering point for like-minded individuals who share a passion for quality, design, and self-expression. The support and feedback we've received from our community has continuously guided us, pushing us to evolve and stay true to the values that have defined us.

To see Maha Amsterdam become such an integral part of Amsterdam's streetwear scene, especially for women, has been incredibly rewarding. When we first started, the market for women's streetwear was still emerging, and the conversation around gender equality in fashion was just starting to gain momentum. As the store grew, we became more than just a space for shopping; we became a place where women could find the same high-quality pieces that had traditionally been reserved for men, and a platform where they could express themselves through fashion in a way that felt empowering and authentic.

Watching how the community has embraced us, and seeing women feel more confident and excited about streetwear has been an unforgettable experience. The fact that we've been able to contribute to that, and see our space become a safe and inspiring space for women in streetwear, is honestly something we’re incredibly proud of.

What inspired the idea to open a café, and how does it fit into the bigger picture of Maha's vision?

The idea to open a café came from a desire to create a more immersive and community-driven experience at Maha Amsterdam. We've always seen the store as more than just a retail space. It's about creating a culture, a place where people can connect, share ideas, and feel inspired. Adding a café was a natural extension of that vision. We wanted to offer a space where customers and visitors could not only shop but also take a moment to pause, relax, and engage with the community in a more personal way.

Do you ever have contrasting visions for a project or collaboration?

We've definitely had moments where our ideas for a project or collaboration didn't always align perfectly, but rather than feeling like we had to compromise, we've always viewed it as an opportunity to blend our perspectives and create something even stronger. Our approach has always been about collaboration, not just with external partners, but also internally between us. We both bring different strengths to the table, and over the years, we've developed a dynamic where we can really push each other's ideas in a way that strengthens the overall vision.
For us, it's not about compromise but more about finding common ground that still respects both of our viewpoints. We'll have open discussions, weigh the pros and cons, and often find that the fusion of our ideas ends up being better than either of us initially imagined. There's a lot of trust in the process, and we've learned that when we're both passionate about something, the final result always feels true to our vision.

How have you managed to balance your personal and professional lives while building Maha?

Balancing personal and professional lives while building Maha Amsterdam has been challenging, but it's all about being intentional and setting boundaries. We've become more efficient with our time, prioritizing both the business and our family.

Becoming parents has shifted our perspective, making us more focused and mindful of where we direct our energy. We've also learned to be more present, whether at work or with family, and appreciate the value of every moment. Business trips have also been a great opportunity for us to enjoy date nights and some much-needed alone time, which helps us recharge and reconnect. Parenthood has reminded us of the purpose behind everything we do, making both our professional and personal lives feel even more fulfilling.

After all of the collaborations and milestones, what's still on your bucket list for the future?

Even after all the amazing collaborations and milestones, there's still so much we want to achieve! One major goal on our bucket list is to launch our own apparel line or design a collaborative line with a brand. Something that truly reflects the DNA of Maha Amsterdam. We've always had a vision for creating our own designs, and now we're excited to explore that further, offering unique pieces that blend culture with our vision.

Alongside that, expanding the global presence of the brand is something that's in the back of our minds. That said, we've also realized that while we have big ambitions, we can't divide ourselves into multiples. We want to be very intentional about each step we take, which means being selective and strategic about the projects we dive into. It's all about quality over quantity, ensuring that whatever we do next stays authentic to our vision, even if it means taking our time to get it right.

When you think about Maha's legacy, what do you hope people will remember about the brand, both in the near future and in the decades to come?

When we think about Maha Amsterdam's legacy, we hope people will remember us as an well curated independent retailer. We've always been more than just a store; we've worked to create a space where people can discover unique pieces, express their individuality, and feel part of something bigger.

Looking ahead to the decades to come, we hope Maha Amsterdam is remembered as a brand that elevated streetwear and the sneaker business and diversified the industry. But beyond the products we've created and the collaborations we've done, we hope our legacy also lies in the way we've supported our partners and our team. It has always been a place for growth, and we hope to be remembered as a stepping stone for our team members to evolve in the industry, whether they stay with us or go on to make their own mark.

Ultimately, we want our legacy to reflect our commitment to being an independent, purpose-driven retailer, a brand that curates culture, and one that fosters both community and career growth, creating a ripple effect that will continue to inspire the industry for years to come.

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