New Optimist brings the Clothing Factory back to the heart of Amsterdam
The founders of fashion brand New Optimist, Xander Slager and Nelleke Wegdam, are working on a radical system change in the clothing industry and consciously chose the name NO-Kledingfabriek. New Optimist shows a clear view on how mode should be made. Namely: social, local and circular.
“It is quite possible to set up another local production chain on a larger scale, within the limits of our planet and ethics,” says Slager.
The new fashion era starts in Amsterdam
With the NO Clothing Factory, New Optimist is working on a future for the clothing industry within the boundaries of the established Donut economy, an alternative economic model for the 21st century. In the Donut economy, developed by Kate Raworth, growth is not central but the goal is to do more based on a social foundation for everyone and the ecological ‘ceiling’ of the earth. If we stick to this, we live within the confines of the donut. A fashion company for the donut economy. In this way, the NO clothing factory in an old city school becomes an instructive and meaningful workplace. For everyone. Because within the professional team, new optimist offers to people who still need a little help and guidance. All the clothing, from the fabrics to the stitching, that the new optimists will be making here together is circular.
New Optimists
The NO Clothing Factory was able to find the definitive passage when the current crowdfunding had already reached the target amount well before the end last weekend. Since then, New Optimist has had 143 co-owners who show that New Optimist’s ideas are supported by many shoulders. Fans, retail partners, the Municipality of Amsterdam, Stichting Doen, Rabo Foundation and sales partner Fancy Farmers are also on board.
Nelleke: “Together with all these new optimists, we are turning the fashion industry upside down”.
The mission to be a future-proof fashion company with a focus on an ethical and sustainable manufacturing process is anchored in New Optimist’s DNA. That is why the organization was founded in Steward Ownership. This means that it is not the shareholders, but the New Optimist Foundation that determines the course and that making a profit is a goal to achieve the mission.