Jeej developed his creativity at a young age within the Dutch graffiti scene. But at the same time, he is known to be a sweet and exemplary kid. The street art culture in which he grew up always contrasted with his pursuits in daily life. His background, appearance and behavior were never directly linked to a ‘typical’ graffiti artist. His keen interest in high-end fashion didn’t really contribute to that either. He always felt a bit – different.
A connection to graffiti was for a long time unknown to many in his circle. People had expectations of him other than doing graffiti. Yet this culture was the most important part in his life, defining him as a person. Instead of paying attention during classes, sketchbooks were filled with various drafts and outlines. And every spare minute was spent sketching and spray painting graffiti while listening to music with friends who shared the same passion.
Jeej started creating his own artworks when he saw graffiti based art selling around him that lacked authenticity. Suddenly street art and graffiti became mainstream. People and companies without any background, knowledge or experience within this scene, jumped on the trend. Not honoring the culture or including real writers.
Jeej therefore wants to show that it can be done differently. Connecting real graffiti to the high-end segment so it will gain a new perspective. Hereby changing the narrative of the culture which is often misunderstood and linked to terms such as illegality and vandalism. Making it a story about fearlessness, expression and unmatched creativity instead. And also, to give graffiti the validation it deserves and make it accessible to a wider audience. His goal is to break boundaries within the luxury world.