Every New Year’s Day around 10,000 people dive collectively into the icy cold sea water at Scheveningen, The Netherlands’ main beach resort town since 1960. In 89 locations on beaches and in lakes all over the country, each year around 30,000 people participate in this “Nieuwjaarsduik” (English: New Year’s dive), with a record 36,000 participants on January 1st 2012. Since 1998 Unox, a Unilever food brand often associated with winter, adopted the Nieuwjaarsduik and ever since it is tradition to wear Unox branded winter caps and gloves.

Even though this isn’t in Amsterdam, this is a good way to get rid of your hang over or just to look how all those crazy people take the plunge into the ice cold water.

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