March 25, 2026
Bukser Jeans chooses Frank de Boer as face for five-year anniversary
Bukser Jeans is the Dutch jeans brand known for its dedication to craftsmanship, quality and minimalism. The brand is marking its fifth anniversary with its new "Milestones" campaign. The campaign highlights the collaboration with soccer icon Frank de Boer and reflects on key moments within his career. It mirrors the thoughtful growth of Bukser Jeans. In that context, founder Nino Sumah explains how the company grew from humble beginnings in an attic room to a business with an established customer base of more than 10,000 satisfied wearers.
Frank de Boer is the new face of Bukser Jeans: 'If it fits well, I stay loyal'
He won the Champions League with Ajax, became champion with Barcelona, wore the shirt of Oranje 112 times and as coach led Ajax to four consecutive national titles a record. Frank de Boer is one of the most successful soccer players the Netherlands has produced. As of today, he is the new face of Bukser Jeans, the Dutch jeans brand that is celebrating its fifth anniversary this year.
The collaboration is launched under the title "Milestones. In a series of videos and photography, De Boer looks back on the moments that shaped his career. From winning the Champions League in Vienna in 1995, the daring move to Barcelona with twin brother Ronald, leading Oranje to the semifinals of the World Cup '98 and the 2000 European Championship, to the four championships in a row as Ajax coach. Frank talks openly and uneditedly about the choices he made, even before the awkward departure from Ajax. It is precisely this honesty that makes the campaign special.
"Finding good jeans is hard. I'm picky and vain, but once it's right, I stay loyal to it. I have that with Bukser,"said De Boer.
from boardroom to drinks
He made the choice for Bukser deliberately. The brand is aimed at the modern professional men who want to look well-groomed, without having to think long and hard about it. No jeans with holes, no oversized streetwear and no fashion experiments. One model in ten colors, always available. The brand uses Candiani denim from Italy, produces in small-scale ateliers in Portugal and sells directly to men looking for really good jeans. Founder Nino Sumah designs each pair of jeans personally, from fit to stitching. His credo in doing so? From boardroom to drinks.
From attic room to 10,000 customers
Bukser' s entrepreneurial story is at least as remarkable as its collaboration with De Boer. Nino Sumah has been working in fashion since he was a teenager. In 2021, he started Bukser in his grandparents' attic room in Woerden. The reason? He couldn't find jeans you could wear to a boardroom without looking too casual.
Among the satisfied wearers of the brand, besides De Boer, are Wilco van Schaik (director N.E.C. Nijmegen), Joel Veltman (Brighton & Hove Albion) and Frank Arnessen (former technical director Feyenoord and Chelsea). Men in visible positions, who consciously choose quality.
"I knew exactly what was missing in the market. That's why I designed those jeans myself. The fact that Frank is now committed to us proves that that vision is catching on. Not only with our customers, but also with someone who himself knows what it means not to compromise,"Sumah said.
Five years later, Bukser has more than 10,000 satisfied customers. Fully direct-to-consumer, with no stores, no wholesale and on its own. In December, Sumah opened a showroom in Woerden, the place where it all began. Customers come by appointment for a private fitting session and a good cup of coffee. Since the opening, over 200 men have visited there.
