Captured on 30.01.2024
More and more small fashion brands are producing in a way that doesn't have an impact on the environment, while big industry is timidly groping for regulatory measures in clothing production, materials and innovation.
At this year's Modefabriek 2024 in Amsterdam, there were exhibitors whose production came from as far away as Africa, and others who bet on large sizes.
“I look for collections that I feel. I love the materials that Bitte Kai Rand 1981 works with. I also love the company, they treat people very well, take care of nature and produce everything in the right way", Karina van Engelen, representative of the Dutch brand, which has existed for 43 years and offers collections for women with numbering from XS to XXL.
“It's really a problem that there are so many clothes on the planet. On the other hand, however, it is nice when a person buys something new", noted Karina.
The industry in the Netherlands pays a fee for each garment produced, this is a way to ensure subsequent recycling as well.
"It helps if people in stores work with collections that are sustainable over time. I'm not a fan of fast fashion. You have to pay a little more, but the clothes you wear will be more durable and you will be able to wear them for a longer time," she added.
Liv Dames is a representative of the brand "Hinterveld", founded in South Africa. The owners own herds of goats from whose wool they make the scarves. The company is not very big, its founders are well acquainted with the market. For the production of the scarves, they work mostly with local people, and the main goal is to emphasize quality, not quantity.
"When I sell to customers, I always explain to them the difference between the more expensive brands and the cheaper ones. I explain to them how to maintain their more expensive garment and I think it is very important to explain to the customer. The consultant is very important", believes Liv Dames.
Kieran Visser-Radhol of Pure by nat wants the customer to wear jewelery with a story. In this way, the product does not go into the box after its first wear, but creates added value.
"Each piece of jewelry carries a specific message," says Tessa van Schreik from "Cus". According to her, nowadays people buy a lot of things - furniture, clothes and jewelry, but what "Cus" do is to create a story for each piece of jewelry, so that the customer remembers it and wears it, not just wearing it. keeps on the dressing table. /BGNES