Dear relation,

As we mentioned in our previous update (see attachment), several exciting changes have taken place in Amsterdam. We have explored new frontiers, trusted our instincts and decided it was time for a change. We are transforming Cowboysbag from a product into a lifestyle brand. We would like to update you on the rebranding of Cowboysbag and the exciting things that will happen in the near future.

Amsterdam CowboysWhile staying true to our core, premium leather, we’re going to develop new products like footwear, home decor and other leather accessories in the near future. As we speak, we’re working on an innovative marketing plan. We think it’s also the right time to introduce a new name that better fits with who we are, a premium leather brand from Amsterdam. From the 1st of December, we will launch Amsterdam Cowboys. We will show the world our true character. With the name we’re also launching a new visual identity and a corresponding logo – and we’re happy to reveal it to you now!

Cowboysbag & Amsterdam Cowboys Amsterdam Cowboys is a new premium leather brand, complete with a new visual identity. We don’t expect confusion to arise with the launch of the SS’16 pre-collection under the new name Amsterdam Cowboys. We encourage you to sell both brands side by side until you are out of stock. Ofcourse we will inform consumers of the new brand, and we will provide you with useful sales tools to communicate this change in an effective way.

We will keep you informed of the progress. If you have any questions at this moment, please feel free to contact:

Jullietta CalmeroDieuwertje Band +31 20 229 48 69

Kind regards,

The Cowboysbag team

Update 2015

Pre-Collection SS’16The first collections will be introduced in early December with the new brand name Amsterdam Cowboys. These collections will exude our new visual identity and will surely tell our story as a lifestyle brand.

Back Amsterdam Cowboys hangtag

Amsterdam Cowboys logo

SHAPING YOUR CHARACTERCAN BE CHALLENGING.

FOLLOW YOUR INSTINCTS.EXPLORE THE LONGJOURNEY AHEAD, DESPITETHE RISKS.WITH TIME, IT WILL ONLYGET MORE POWERFUL.

ADD CHARACTER.

AMSTERDAMCOWBOYS.COM

UPDATE 2015November

Dear Partner,

We are very excited! In a few weeks we will launch our new lifestyle brand — Amsterdam Cowboys – alongside our existing brand Cowboysbag. In this newsletter we want to tell you about all the steps we are taking to support the introduction of Amsterdam Cowboys in December.

New premium lifestyle brand: Amsterdam Cowboys As previously announced, we have developed a completely new premium lifestyle brand, consisting of high-quality bags, belts and accessories. You can see what they look like in our SS’16 collection. While staying true to our core premium leather and Cowboys mentality, with Amsterdam Cowboys we are now taking a big step forward in terms of design, quality and impact. We are very excited that you and your clients will soon get to know Amsterdam Cowboys. Our new brand has a strong, characterful story, which is described in the enclosed Brand Story. Amsterdam Cowboys has a unique identity and strong character. Our ambition is that Amsterdam Cowboys products will add character to the lives of our clients, and to their personal style.

Amsterdam Cowboys SS’16 The first two themes of the Amsterdam Cowboys collection SS’16 will reflect the themes Blown Away and Wrapped Around. We will be delivering the collections to you soon. These collections will exude our new identity and tell our brand story in a compelling way. To support the introduction, we will deliver additional Amsterdam Cowboys POS materials, such as showcards, so you can create an excellent presentation in your shop. In addition, we proudly present the Amsterdam Cowboys booklet (16 pages) — one for women and one for men. This small booklet will be included in the bags and added to the belts and accessories. The booklet describes our brand story, our sustainability principles and our lifetime guarantee. You’ll find a sneak preview above. We hope you like it! Please feel free to actively use the booklet as promotional material for your own client relations.

Amsterdam Cowboys booklet, men

Point of Sale folders

Autumn Winter 2016 Sneak Preview We look forward to meeting many of you in person in the coming weeks at our headquarters when we present our Amsterdam Cowboys AW’16 collection. We are excited about it and hope you will like it as much as we do. We are also working on the new Look Book and would be happy to share our ‘behind the scenes’ video so you get an impression of the different ways Amsterdam Cowboys is adding character: https://vimeo.com/149944029

If you are not able to join us in Amsterdam, we hope to welcome you at the Panorama trade fair (19-21 January). We’ll be in the NOVA hall. Or come visit us at the Modefabriek on 24 - 25 January.

If you have any ideas, suggestions or questions about the introduction of Amsterdam Cowboys, please let us know.

Jullietta CalmeroDieuwertje Band +31 20 229 48 69

Amsterdam Cowboys media launch The Amsterdam Cowboys brand will be launched with a media-campaign in Germany and The Netherlands with advertisements in high-end media such as Vogue, Elle, Harper’s Bazaar and GQ Style. We have decided to do a full launch of the new brand in Spring 2016. In the meantime, we are doing PR coverage in several important media (both offline and online) and blogs in order to launch Amsterdam Cowboys. Further plans for media and consumer promotions will be available at two upcoming trade fairs in January 2016 where we will be present: Panorama (Berlin) and Modefabriek (Amsterdam). We hope you will drop by and visit us there. Of course, the new Amsterdam Cowboys website will go live in December, and we will promote the new brand on our Cowboysbag website and other social media. If you have any ideas for joint promotions, marketing activities, etc. please let us know. We would be pleased to help you.

Not for publication:The information in this newsletter can not be used for publication.

www.amsterdamcowboys.com

Amsterdam Cowboys, bag display Amsterdam Cowboys, hangtags

Showcard, women