Mudguard x sc Heerenveen: Taking culture north
FROM CLASSROOM TO STADIUM
On April 17, 2025, Mudguard hosted a workshop at the iconic Abe Lenstra Stadion in Heerenveen. This time, around 20 students from an MBO-class (short for “middelbaar beroepsonderwijs” in Dutch, a form of vocational education) joined us inside the home ground of sc Heerenveen. Together with our contact Ruben, we set the stage for a session that went deeper than usual. Kik, founder of Mudguard, shared the raw reality of starting young, and explored questions like: how do you stand out from the competition, which strategies actually work, and what does it take to build a brand that lasts?
LISTENING FIRST, CREATING AFTER
At first, the group stayed quiet, listening carefully without speaking up much. Not unusual at that age. But as the talk went on, questions started pouring in. By the end, hands kept going up, students curious about entrepreneurship, creativity, and building a vision. Then came the design challenge: translating their own story into a t-shirt concept. Some were deeply personal, others humorous and bold, but all carried meaning. And that’s what we push for: it’s never about the prettiest sketch, but about the story behind it. In fashion, you don’t just sell a piece, you sell the narrative.
LONG-TERM CONNECTIONS
When the workshop wrapped up, several students stayed behind to ask more questions, proof that the spark had caught. For sc Heerenveen, this collaboration aligned perfectly with their mission to invest in youth and community. And for Mudguard, it showed once again how creativity can empower the next generation, whether in Breda or in Heerenveen. This isn’t a one-time thing: in December 2025, we’ll be back at the stadium for another round. Because we don’t believe in short-term hits. We build culture for the long run. Mudguard does it differently.
