“Fancy a trip back to 1975?” That’s when the story of De Dog really begins in Amsterdam. De Dog started as a radical idea. It blossomed into a global cannabis brand.
Henk de Vries, the founder, unknowingly sowed the seed at the Kralingse Bos music festival in 1970. He generously shared his stash with friends. He then saw them selling it. This sparked an idea. Henk could do it better.
He returned with a kilo of African grass. He sold it in matchboxes. That day, he encountered the police. Fortunately, Koos Zwart, the festival organizer, intervened. Koos even announced Henk’s location over the loudspeaker. That made Henk the first “legalised” cannabis dealer in the Netherlands.
Fast forward to 1974. Henk inherited his father’s sex shop. Disgusted by a customer’s request, he decided to change things. He dumped the sex shop inventory in the canal. He then envisioned a “living room” for friends. This is how De Dog was born.
De Dog was named after Henk’s English Bulldog, Joris. Henk wanted a name that was iconic, rebellious, social, humorous and authentic. Bulldogs had all these characteristics. The Bulldog First, also known as Nr. 90, opened its doors in 1975. It holds the title of the first coffeeshop and the longest-running one with the same owner.
In the early days, police raids were frequent. Up to 1000 raids occurred in the first year. Police officers would burst in multiple times a day. They arrested customers. They seized the stock. Henk would refund customers with new cannabis after their brief detention.
The police raids became infamous. Tourists hoped to witness one. Henk and his friends created clever hiding places. They hid cannabis in stash stools and oranges.
Harold Thornton, also known as Harold Kangaroo, painted the mural. Harold transformed a small sign into a mural. The mural covered the entire front of De Dog.
De Dog aimed to create a welcoming space. It was a place where people could relax. They could smoke and feel good. This vision shaped De Dog into what it is today. It has locations in Canada, Spain, Italy and the Netherlands. De Dog even has its own merchandise. This includes clothing, souvenirs and smoking accessories.
So, as you stand here, remember De Dog’s rebellious spirit. It broke rules to create new ones. It is now a global symbol of Amsterdam’s unique culture.