text: Annemieke Riesebos coolest dutch brands 2021 nº 324 23 The fact that we can create a snowball effect with our small company is something I find very cool'. of course we need to generate sales. Zalando customers are fast buyers and what we notice is that many of them accidentally make a lasting purchase. We investigate this by giving part of the collection a 'sustainability stamp' and part of it not. We also send information about our brand with the one package; that we are sustainable, it is made in the Netherlands etc. and not with the other package. Customers who we send that information get in touch and ask questions. They accidentally bought a sustainable product and discovered that it does not have to be complicated or super expensive.’ born of necessity Who are your main competitors and how do you deal with them? ‘Even though we are still a baby brand and other focal points are more important to be able to grow, we are of course also competing. In many areas, you have to compete with other brands. At first I thought our competitors would be other sustainable clothing brands, but that turns out to be different. A fast fashion brand like H&M communicates 'green'. In the campaigns models are walking in the woods, which gives the impression that it is sustainable. So that's a competitor too, although I didn't expect it.’ What went seriously wrong and what did you learn from it? 'Surely that's the timing we were going to start with. Of course, you can't control something like a pandemic, but I did start a bit of a panic and of course that's not good. We opened and immediately closed again. I had to call off my staff, had a workshop with machines, but couldn't do anything with them. After the first panic I thought: I want to make my dream come true and must think differently: how am I going to do it? Selling clothes was impossible; nobody went out and bought anything. We then started to focus on the B-to-B market and surprisingly that went very well. It was born out of necessity, but it still provides a nice network. We do textile upcycling and have fun creative assignments that allow the team to practice technique well. Think about sewing pillowcases instead of pantaloons. Good for the team and good for the growth of the company.’ The editors of FONK are nominating you in this year's high-profile series Coolest Dutch Brands 2021. What do you think is the coolest thing about your brand? And of course: why do you think that? ‘That we make sustainability accessible to customers in a very accessible way. For me, the studio is a passion. I'm not a green guru, vega or uber sustainable consumer. I think everyone can make an impact in their own way and if everyone makes that little bit of difference, the impact in the end is very big. The fact that we can create a snowball effect with our small company is very cool to me.’ This is what Atelier Jungles stands for There is a story behind every garment about how and where it was made. Clothing often has a long history, even before it ends up in the closet: it tells a story of international shipping and cheap labor and fabrics. Things should and can be different. Atelier Jungles wants to tell a story about honest slow fashion made in a way all clothing should be made: with social and sustainable responsibility. With care for the world, they explore the possibilities of sustainability in fabrics and the way they produce. Atelier Jungles does that in many ways: • Procurement of high quality durable fabrics • Local production • Social impact and local jobs • Reduce waste and CO2 • Customization, made to order & repairs • Style beyond trends (Capsule wardrobe) • Versatile pieces
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