From sleeping on the streets to building a dream brand

SNURK is all about making horizontal life more fun and comfortable. It started in 2007, when Erik van Loo and Peggy van Neer saw a way to improve the lives of homeless youth in the Netherlands. The couple poured all their savings into the project, eventually ending up on the streets themselves. Little did they know, this would be the kickoff to what would grow into a beloved Dutch dream brand.

Image 62514188190076

A quirky idea

The concept had been brewing in copywriter Peggy’s mind for a while: a photo print of a cardboard box on a soft cotton duvet cover. A luxury product with a message—to raise awareness about homeless youth in the Netherlands and raise funds for better shelters. It was an alternative to a donation jar. The slogan? “Sleep under a cardboard box and help a homeless youth out from under one.” Peggy and her partner Erik—a sports brand rep—decided to bring this vision to life. Together, they created the Le-Clochard duvet cover.

Image 62514156306812

The first roadblock

With a sample in hand, Erik and Peggy went to the Dutch Homeless Youth Foundation. They loved the idea, but there was no budget to support it. For a moment, it seemed like the adventure would end there. Erik and Peggy didn’t come from money, but they had always saved up. As it turned out, their savings were just enough to meet the minimum order for the duvet covers. They believed in the idea and thought, "screw it, we’ll fund it ourselves." They made a deal with the foundation: 40% of the proceeds would go toward youth shelters.

Image 62511809757564

Ending up on the street

Erik and Peggy had 1,000 duvets made and set up a basic webshop. They sent out emails and press releases, ready for things to take off. But no one responded, and not a single duvet cover got sold. When Erik tried showing the duvet cover in stores, he was politely turned away. With no money left and their tiny Amsterdam apartment stuffed full of unsold duvet covers, they started to panic. Was the idea not as great as they thought? They needed a bold move, and fast. So, they camped out on Amsterdam’s Dam Square under their cardboard duvet, next to a shopping cart full of duvet covers. The police showed up... but so did a camera crew.

Image 62514222989692

From the streets to a brand

Le-Clochard ended up on TV, in newspapers, and even got international attention. Soon, the duvets were flying off the shelves. The stock was gone, but Erik and Peggy were just getting started. Le-Clochard was supposed to be a one-off charity project, but new ideas for bedding prints kept bubbling up. That’s when they realized this could become a full-fledged brand. SNURK was born. (As of 2024, they’ve donated €101,900—and counting! You can order the Le-Clochard duvet cover HERE)

Image 62514262671740

Dream bigger

SNURK kept growing steadily. Then, in 2013, they launched the first 'Dream Big' collection: kids' bedding with life-sized photo prints of an astronaut and a princess. By then, Erik and Peggy had two kids and noticed something lacking in the children's bedding market. The options were either overly bright and kitschy (which only kids liked) or too subtle and dull (which only adults liked). Their new idea? Create super realistic, stylish bedding that brought children’s dreams to life. This fresh concept marked SNURK’s international breakthrough.

Image 35152553410867

Introducing Horizontal Wear

In 2016, SNURK added Horizontal Wear to the mix. With more people enjoying pajama days, working from home and binge-watching Netflix, it was clear that loungewear was evolving. But pajamas were too thin for lounging, and joggers too thick for sleeping. SNURK found the sweet spot, creating a line that was just right. They launched it at Amsterdam Fashion Week where it was a big hit. That same year, they also shifted to sustainable production in Portugal, using only GOTS-certified organic cotton.

Image 35152965566771

Worldwide (and famous) fans

Today, hundreds of thousands of people around the world “snurk,” from Amsterdam to the U.S., and from newborns to 100-year-olds. Among their fans are Oprah Winfrey, Gwyneth Paltrow, and John Legend’s children. Even Rolling Stones’ Ron Wood has been spotted in SNURK. Erik and Peggy still work with their 15-person team in Amsterdam, designing creative photo prints on sustainable textiles. So, what will be the next chapter in their remarkable horizontal adventure?

Maak kennis met de SNURKERS

PortraitofErik


Erik

SNURK Founder

Image 36870916178227


Peggy

SNURK Founder

Image 36870919520563


Isabel

Office manager

Image 36870922830131


Jacques

Accountant

Image 36870925680947


Sarah

Ecommerce Specialist

Image 36870928695603


Tessa

Marketing Assistant

Image 36870933348659


Amel

Service medewerker

Portrait of Product Designer Michelle


Michelle

Product Designer

Image 36870942654771

Luus

Sales rep.

Image 36870968377651

Clay

Cutter

Image 36870995247411

Sukran

Cutter

Image 36871021396275

Albert

Warehouse Employee

Image 35441650467123


Ahmed

Warehouse Employee

Image 35153362321715


Peter-Paul

Export Manager