The story of The Bulldog starts in 1975, when Henk de Vries, who had started selling marijuana in 1970 at the Kralingen Music Festival, converted his father's sex shop in Amsterdam's red-light district into a coffeeshop, the first in the way we know nowadays. Henk asked ex-pat Australian artist Harold Thornton to paint some signage on the front of the 1st Bulldog Coffeeshop Nr. 90 but Harold turned this exercise into a mural that goes across the front of the whole shop. The mural helped the coffeeshop become a magnet for backpackers and tourists and its reputation grew. The company logo was inspired by Henk's dog at that time, a bulldog named Joris.
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