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Taking into consideration the sympathy towards the correspondent breed of dogs, it was not surprising that the music label founded in the year 2000 was called „Amstaff“. The figurehead of the brand is a logo with the shape of a dog (the American Stafford).
From the very beginning the qualities of the American Stafford – amongst them bravery, loyalty and perseverance – have been shaping the individual character of the brand.
It has been the original goal to implement all those qualities into a fashion brand, and so along the way of musical releases there have been edited fashion collections. The influence of the streets of Berlin has been strongly reflected in their design.
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