Inside CARDHEIR
Where Craft Meets Culture
Each CARDHΞ↓R piece is handmade in Amsterdam from upcycled denim and natural fabrics.
More than a product, it’s a purpose — crafted with care, designed with soul, and inspired by the city’s cultural icons.
Step inside the story behind the stitch.
Premium Handmade. Timeless. Thoughtful. — a story to carry
The Story Behind the Brand
CARDHΞ↓R wasn’t born as a product —
It began as a question:
Can something simple hold true meaning?
Designed by Reza Kalani, CARDHΞ↓R reimagines what accessories can be.
It blends craftsmanship with emotion, and culture with design.
Inspired by the streets of Amsterdam, each piece is handmade from premium leftover materials — crafted to bring depth and purpose to everyday essentials.
This isn’t just something you carry.
It’s a piece of purpose.
Handmade with soul.
Crafted by Hand, Made with Intention
Our Journey: Celebrating Milestones Together
We design for those who value purpose.
Who feel the soul behind the stitch.
Who carry stories — not just things.
We don’t mass-produce.
We craft. Slowly. Locally. Thoughtfully.
Each cardholder begins as a leftover piece of premium denim or cotton.
It passes through careful hands, guided by cultural inspiration and emotional storytelling.
In the heart of Amsterdam, we transform forgotten materials into everyday essentials with meaning.
Handmade in Amsterdam
Upcycled Premium Denim & Cotton
Inspired by Local Symbols & Stories
Created by Talented Hands, Not Machines
Light. Strong. Full of Story.
Cultural Icons, Personal Memories.
Reza Kalani, Co-Founder
Meet Our Founder
A Designer Who Crafts Stories
Reza Kalani is a multidisciplinary designer & the founder of CARDHEIR.
After establishing Kalani® Amsterdam — a luxury accessories brand rooted in cultural symbolism —
he introduced CARDHΞ↓R as a new expression of purpose-driven design. A project built on meaningful function,
artisan empowerment, and a fully local, hands-on approach.
The idea began with a simple yet powerful need: to create a meaningful, useful, cultural, and sustainable item — a premium, handcrafted from Amsterdam.
Inspired by the same values behind Kalani® — culture, craft, and unity — CARDHΞ↓R was developed from the ground up. From the logo and product design to the brand book and packaging, every element was created by the designer himself.
The first edition was fully handmade by Kalani — combining creative direction, design development, and physical craftsmanship. Each piece reflects his vision: to simplify life through thoughtful design, and to embed meaning in every detail.
📍 Designer of Kalani® Amsterdam – Founder of Alfa Talent House, Amsterdam
Inside Every Stiatch, A Commitment.
Every piece reflects a deeper promise — from the heart of Art & Culture, to your daily life.
Ethical Sourcing
We respect people and planet — each material is chosen with care.
Eco Materials
Leftover denim and cotton are revived — reducing waste in every piece.
Handcraft
Every item is handmade in Amsterdam — no factories, only skilled hands.
Artisans
We work with local talents — fair, creative, and purpose-driven.
Storytelling
Each icon carries culture and meaning — rooted in Amsterdam’s identity.
Philosophy & Origin
Where Meaning Begins
CARDHEIR began as more than a product — it was a response to a deeper need. Designer Reza Kalani envisioned a piece that connects daily utility with timeless values. Inspired by the Kalani® philosophy — blending luxury, culture, and symbolism — CARDHΞ↓R was born with the same soul, but with a new purpose: to simplify life, celebrate craft, and carry meaning.
In 2014, the journey began with quiet sketches, scraps, and the urge to find clarity. After years in fashion and cultural storytelling, Reza created CARDHΞ↓R not from comfort, but from silence, anxiety, and stillness. And then — purpose.
In just two months of dedicated work, Reza Kalani handcrafted everything — from symbols and product to packaging — in Amsterdam.
“We all carry too much. Most of it doesn’t matter.
But CARDHΞ↓R does.”
↓A design you carry. A story you inherit.
ΞA symbol of unity, memory, and purpose.
— Reza Kalani
Our Symbols & Cultural Icons
Icons That Tell Stories
CARDHΞ↓R carries visual symbols of Amsterdam — from tram lines and canal houses to tulips and Amsterdammertjes.
Each one is more than a design. It’s a memory, a place, a story.
Amsterdammertje
A post of pride — small, strong, and always present.
Omafiets
The classic Dutch bike — simple, upright, and timeless.
Grachtenhuis
Canal-side homes — crafted, narrow, full of quiet history.
Bruggen
Bridges that connect people, places, and stories.
Molen
Turning with time — a symbol of craft and motion.
Tramtje
A daily rhythm — soft, steady, and full of memory.
Tulpenmanie
More than a flower — beauty that once ruled markets.
“You’re not just carrying a CARDHΞ↓R. You’re carrying your story.”
All icons are original designs by Kalani® Studio, Amsterdam.
A Piece of Your Story in Your Pocket
Not Just Fabric — But Story, Design, and Intention
CARDHEIR is where two ideas meet: Card + Heir → A symbol of what you carry every day, and what stays with you beyond use.Handmade in Amsterdam from leftover denim and cotton. Sustainable. Honest. Intentional. Created to simplify life, give value back to the small things, connect cultures, and support creativity.CARDHΞ↓R — A Symbol of Value, Legacy, and Purpose
What Our Supporters Say
Voices from Our Circle
CARDHΞ↓R Wordmark Logo
A minimalist mark that defines the soul of CARDHΞ↓R — a sustainable design brand from Amsterdam.
CARD — Value and practicality
HEIR — Legacy and story
Ξ — A mirrored symbol of unity and structure
↓ — The arrow of grounding and direction
Together, they form a wordmark that embodies both structure and soul — a balance of function and meaning.
Join the movement. Make it matter.
Handmade with care. Designed with purpose. From Amsterdam, with love.
Your Story Starts Here
You’ve seen the design. You’ve felt the meaning. Now — carry it forward.