Meet Mister Haze

Not a character. A name.

Mister Haze isn’t a persona. Haze is his middle name.

He was born on Ibiza in 1978, the same summer his father brought Bob Marley to the island for what would be Marley’s only concert in Spain. His parents were part of The Fool, the artists’ collective that worked with some of the biggest names in pop history. In that house, art, music and freedom weren’t a lifestyle. They were simply how things were.

At three, he moved back to Amsterdam with his parents and five siblings. He grew up in the heart of the city in the eighties and nineties, in a world that was creative, loud and rock ‘n’ roll. Everyone smoked. Nobody made a thing of it. It just belonged.

His mother died young, and Daniel learned early to stand on his own. Milly, his best friend’s mother, took him in, as she did for so many others. She had been selling bags of weed since before the coffeeshop existed, and she became his second mother.

Growing cannabis started as a way to make a living. For him, it was the logical next step. Daniel is a perfectionist: if he does something, he does it properly. He kept refining, and the work started winning Cannabis Cups in collaboration with Soma.

In 2005 he met Roxy. Two daughters followed. With a young family and a few partners, he opened La Mesa in Barcelona, which quickly became one of the city’s first large smokers’ clubs.

Two people. One Amsterdam.

Mister Haze carries his name, but it belongs to both of them.

Roxy grew up in the same city, the daughter of a fashion designer. She went on to become an interior designer, a creative with an eye for anything beautiful.

What they share is a deep love for Amsterdam: its culture, its art, its music, good food, and above all, enjoying life. To them, a coffeeshop is as natural as a good glass of wine is to someone else. It’s not a statement. It’s part of a life well lived.

But they can see the coffeeshop changing. Some shops have stood still, unchanged for decades, and not in a good way. The newer ones are cleaner, but built like pickup counters: polished, efficient and interchangeable. Somewhere in between, something is getting lost.

Mister Haze is their answer: an Amsterdam brand built around coffeeshop culture. Not nostalgia, and not a clean slate. It holds on to the culture Daniel grew up inside, with its characters, its stories and the sense that everyone belonged, and brings it into the now with the style and care it deserves. It begins with audio walks through the city, a guide to the places they love, and Mr. Haze Explains: an insider’s look at how the coffeeshop really works.

Their Amsterdam: a city of freedom, art, culture, style and cannabis.

His cannabis. Her taste. Our Amsterdam.