Donkervoort and Atrium extend partnership for Donkervoort Wear

Right weight? Check.
High performance? Check.
Painstaking quality? Check.
Attention to detail? Check.
A focus on design? Check.

Donkervoort drivers have demonstrated time and again that they are capable of living life at full throttle, on their own terms, dictated to by nobody.

Now, thanks to the renewal of Donkervoort’s fashion agreement with Atrium House of Brands (Only For Men), Donkervoort drivers can continue to live the same way even when they can’t take their cars with them.

Donkervoort Wear began its tie-up with Atrium five years ago and, after strong feedback from both Donkervoort owners and enthusiasts, the successful cooperation has just been extended by another decade.

Already strong in the Dutch and Belgian markets, Donkervoort Wear is set to expand into the rest of northern Europe, particularly in the recently strengthened Donkervoort Automobielen markets France and Germany.

From left to right: Denis Donkervoort, Arthur Feenstra and Amber Donkervoort

“Having worked together for five years now, the time is right to cement a longer-term future so Donkervoort owners and fans can rely on the style and quality that Donkervoort Wear delivers,” Donkervoort Managing Director Denis Donkervoort said. “We have worked closely for the past five years to align our ideas on style and quality and craftsmanship. Increasingly, Donkervoort customers and fans have asked us to broaden the Donkervoort Wear range and to make it stand out for style and practicality inside the car and outside it.”

Only For Men’s ideas for Donkervoort Wear have perfectly overlapped with Donkervoort’s own ideas, with a high priority placed on timeless style and unmatched quality.
“It is a logical move for us to join forces with an iconic sports car brand,” Atrium (and Only For Men) owner Arthur Feenstra said. “Both parties motivate men to give themselves the best, in order to function and perform optimally. That’s why we merge our love for quality and design into stylish collections every season.”

Like Donkervoort, Atrium makes its own path, and its crease-free jackets have already become iconic travel wear for Donkervoort owners across Europe’s north. The renewed collaboration has broadened in scope and style with a more technically focused, design-crafted collection.The colours of the season match the zeitgeist, with black, anthracite, off-white and yellow as the focal points. The unbreakable travel jacket has become a must-have for Donkervoort owners to wear inside and outside their cars. They are stylish, unmistakably sporty and functional. And then there are the super-stretch performance shirts, the sweater vests with their smooth, sturdy style.

The Donkervoort Wear collection is available in the Only for Men Stores accros The Netherlands and online through the webstores of Only for Men and Donkervoort. Retailers who are interested in the Donkervoort Wear collection are very welcome in the new Atrium showroom in Geldermalsen, The Netherlands.

– End of press release –

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+31 (0) 320 267 050

For those new to the Donkervoort story, the car company’s history began when Joop Donkervoort bought the Dutch distribution rights to the Lotus 7, only to find it wasn’t legal on the roads in The Netherlands.

After initially trying to re-engineer the car to meet Dutch Type Approval, he instead decided to “finish” the Lotus 7 by starting all over again, but his way, because he was convinced he could improve it, especially in comfort, reliability, practicality and driving dynamics.

And with that, the first Donkervoort road car, the S7, was born in 1978 and lead Donkervoort to becoming the first small-series manufacturer to meet Type Approval.

But it actually started much earlier than that, with school notepads filled with car drawings instead of geography homework, suspension systems sketched during history classes and perfect powertrains and sleek bodywork created in place of art lessons.

An obsession with making the perfect sports car absorbed Joop Donkervoort from a very young age.

Donkervoort progressed, with Joop seeing himself as more of a professor and technician than a businessman, and he marked the company’s tenth anniversary with the Donkervoort Cup racing class for its new D10. It allowed its owners to drive to the track, race and drive home again, with Donkervoort taking care of everything from technical and tyre assistance to hospitality and catering.

By 2000, Donkervoort had formed a strong relationship with then-Audi chief Dr Franz-Josef Paefgen for engine supplies and technical help and it had outgrown its Loosdrecht site and moved to its current headquarters in Lelystad.

A new generation of D8 cars lead Donkervoort to its first GT closed-roof model in 2007 and into GT4 racing, where it won its class in everything from the Spa-Francorchamps 24-hour race to the 24H Dubai race.

It also introduced new Donkervoort blood, with Joop’s children, Denis and Amber, entering the business in the technical and marketing sides, respectively.

The 2011 D8 GTO marked a turning point for Donkervoort, with lead designer Jordi Wiersma and the engineers delivering a beautifully balanced, strong, fast and distinctive open-topped super sports car.

It was a car that opened new markets to Donkervoort, and its core engineering provides the basis of the JD70.