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Tue | appointment only

Wed-Fri | 11:00-18:00

Sat | 11:00-17:00

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Jansveld 49

3512 BE Utrecht

The Netherlands

Jansveld 49

3512 BE Utrecht

The Netherlands

Tue | appointment only

Wed-Fri | 11:00-18:00

Sat | 11:00-17:00

Creativity

The fashion industry is very complex. There are many ways in which the fashion industry has impacted earth, people, identity, the environment and our own well-being in general. Luckily this is being reported on and criticised in the media more and more.

 

However, did you know that most mass-market fashion retailers use algorithms for their design process? They use data insights in order to decide on what colour, style, pattern or fit to design and produce. Through this manufacturing model, we are slowly reaching a certain level of uniformity, which is killing creativity. Computers haven’t got the function to come up with unique and challenging ideas, which makes the products disposable as trends change at such a fast pace. Items without a story are more likely to be easily discarded, because the lack of thought behind them renders them meaningless.

 

Luckily there are (independent) designers who still use their individual and creative minds to make beautiful and unique products with a story, adding value to the design and making us cherish their pieces longer.

 

Creativity is what distinguishes human beings from technology, algorithms and data-driven software. Humans are storytelling beings, since the beginning of language we have shared stories, ideas and thoughts to build community and make connections. By sharing these ideas we sustain knowledge and meaning down through generations. And by being vulnerable, we also give our audience permission to share and to be vulnerable themselves. For me, connection and engagement are the most important weapons against consumerist culture.

 

That’s why I find it important to tell the story behind each and every design, adding meaning to every single piece. Therefore its through the conviction that creativity – sharing ideas and inspiring each other – will help to make the world a better place, that I find my inspiration for my own designs and shop!

 

Find out here about how I try and work as sustainably as possible!