15 YEAR ANIVERSARY!
Fifteen years ago, I registered my label with the Chamber of Commerce. I was just graduated, and all I knew at that time was that I wanted to work in fashion only if it could be done in a sustainable and fair manner. I also couldn’t see myself working for a boss. At that time, the handful of sustainable fashion labels was so scarce that I decided to do it independently.
I had just won a few international awards with my graduation collection and was immediately given the opportunity to open Amsterdam Fashion Week with my first independent collection. A flying start!
And how naive I was then to think that a sustainable fashion label primarily involved working with sustainably produced materials. I also focused on zero-waste patterns, which was a fantastic puzzle. But in the meantime, I was producing everything in advance, abroad, and creating a large collection twice a year, which turned out to be irrelevant after just 6 months. I became exhausted and knew it had to be different.
After a burnout, I decided to bring the production to the Netherlands and do everything myself again with the help of skilled tailors. After all, I still secretly consider it one of the most enjoyable things to do.
I also stopped producing seasonal collections but decided to only create timeless designs that last a long time. Therefore, they remain in the collection as long as the fabrics are available. And customers buy them 🙂
And because I was doing everything in-house again, I could also decide to only make clothing on demand. No more stock! And therefore, no overproduction!!
And… especially customers who consciously make purchases. And now, 15 years later, I’m still doing what I love most. Designing and making beautiful clothing. What a journey!
But it would never have been possible without you! To celebrate this, I’m offering a 15% discount on everything in the webshop and in the store for 15 days!!! (Does not apply to the sample sale). Enter the code #HAPPY15 at check out on the website to claim your discount.