Zooming in on the lifestyles and habits of Amsterdam’s urban elite, Jonas Kooyman takes current generations under a loop through his alias @havermelkelite. For NRC Handelsblad, one of the biggest quality newspapers in The Netherlands, he reported on lifestyle trends and the luxury industry. As a journalist he is captivated by the spirit of the times, abiding by the notion that our ways of living and decision-making mark our zeitgeist like no other.

In attentive observation of rising trends in culture and consumption, he playfully signals and cleverly defines fads and fashions among young city dwellers, whether it’s about the hottest new restaurant to eat or the latest fitness craze to join. Providing a unique perspective on our tendencies with a humoristic criticality, he is able to hold up a mirror to others while simultaneously bringing a smile to their faces. Helping us envisage and describe the life directly around us, he gives a deeper meaning to our everyday life.

Jonas and his platforms are a refreshing extension of journalistic yet lighthearted intellect, making cultural awareness and news something that people are looking forward to encountering in-feed. No surprise he has become one of the tokens of urban culture, and a phenomenon that has crossed the borders of Amsterdam to a nation-wide source of counsel when it comes to understanding ourselves and those around us.