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In response to the yearly Dutch Black Pete discussion, Joosje created Pieterbaas with three fellow designers: a non-profit wrapping paper brand featuring a group of new, diverse so-called 'Petes,' in order to give a positive twist to the Dutch holiday tradition 'Sinterklaas.'

Actor Achmed Akkabi and journalist Fidan Ekiz star in the brand's promo video. Pieterbaas wrapping paper is sold in over 20 stores throughout the Netherlands, among which is the popular concept store Hutspot.

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