The Brand: Our life as friends
Olaf Hussein—often recognized by the ØLÅF logo—is an Amsterdam-based label that has grown far beyond its origins in premium denim. The brand is built on the concept of "Our Life As Friends," focusing on the connections between travel, culture, and citizens. Their unique edge is their unpretentious approach to luxury streetwear; they create versatile, high-quality pieces that feel as much like a creative uniform as they do a fashion statement. By fostering a genuine community of "Friends," they’ve turned a clothing brand into a lifestyle platform that celebrates collaborative growth and shared experiences.
The Loyalty Blueprint: The "Together" program
Olaf Hussein operates a tier-based loyalty program called "Together," which rewards customers as they move from being a Friend to becoming "Best Friends" and eventually "Family." This structure is perfectly suited for the contemporary fashion industry because it prioritizes access and community over simple discounts. While customers can redeem points for vouchers, the real value lies in the escalating perks: early access to new collections, priority entry to sample sales, and invitations to exclusive community events.
Because the system is unified across their digital and physical presence, the community experience remains seamless. A customer might earn points from an online order via Shopify, but those points—and their corresponding tier status—are recognized just as easily if they walk into the flagship store in Amsterdam. By unifying their data across all sales channels and their marketing tools, Olaf Hussein can ensure that a "Family" member receives the same level of appreciation and personalized communication regardless of how or where they choose to engage with the brand.
The Tech Stack: How it works together
To maintain a consistent brand experience, Olaf Hussein’s loyalty program is integrated into the tools that power their daily operations. This ensures that every interaction, from a newsletter signup to an in-store purchase, contributes to the customer's journey.
E-commerce Platform: Shopify handles the online storefront, allowing customers to track their "Together" points and redeem vouchers at checkout.
Point of Sale: Shopify POS connects the physical retail experience in Amsterdam to the digital profile, ensuring in-store purchases count toward tier progress.
Marketing Automation: Klaviyo uses the unified loyalty data to send personalized updates, such as birthday rewards or early-access notifications tailored to each customer's specific tier.
