22 November 2019

AMSTERDAM- From assembling a piece of clothing by hand in 1 week to assembling in 11 seconds with a robot arm. From 3 days of washing and ironing to needing only a few hours. There are large differences between making and maintaining clothes from a century ago to now, and somewhere during this development we have lost the connection to our clothing. For example, we now buy twice as much clothing as 15 years ago, but we only wear it for half as long, which puts enormous pressure on our people and planet. To highlight these changes, the Zuiderzee Museum and the Fashion for Good Experience have teamed up for a special presentation and dedicated programming focused on sustainability and our personal relationship to clothing, which will all take place in the Experience in Amsterdam.

To being able to see and compare the differences between the past and the present, the Zuiderzee Museum and the Fashion for Good Experience have developed a unique presentation, including a traditional Volendam costume as well as a contemporary outfit by By Signe, C&A, Pure Waste and Silfir which will be shown next to each other at Fashion for Good in Amsterdam.

In addition to the presentation, a workshop and a master class are also being organized to show the consumer how we can revalue our clothing.
“The cooperation between Zuiderzee Museum and the Fashion for Good Experience shows that (forced) sustainability from the past is still very current.” According to Femke Papma, project leader of the Zuiderzee Museum, maintaining clothing was not only very labour intensive in the past, but also a necessity. “Clothing was carefully maintained because the material had to last as long as possible. In the exhibition “Fine birds make fine feathers” we show our visitors how clothes were made and maintained in the past and we provide tips on how you can give your own clothes a second, or perhaps third, life. The tips of Fashion for Good in our museum fit in very well alongside this.”

GOLDEN JOINERY Workshop
On November 23rd the museums will host a GOLDEN JOINERY workshop given by Saskia van Drimmelen and Margreet Sweerts, in which “visible mending” with golden thread is central. Inspired by the Japanese Kintsugi technique, where damaged porcelain is repaired with gold glue, the designer will teach how to extend the life of your favourite damaged item of clothing by repairing it in a way that celebrates rather than hides the imperfection.

Masterclass: How to revalue your clothing
On the same day as the workshop, the temporary presentation of the old and new outfits will be officially revealed during a Masterclass: “How to revalue your clothing?” During this event, project leader Femke Papma will explain what lessons we can learn from the women from the Zuiderzee time to maintain clothing in a sustainable way. Curator Hilde Cammel dives into traditions and handcraft techniques, as well as sharing examples that still serve as inspiration for today’s fashion designers. Saskia van Drimmelen and Margreet Sweerts are also part of the masterclass and will share the results of the Golden Joinery workshop.

The programme is introduced with a short presentation about Fashion for Good and how important the role of the consumer is in changing the fashion industry. The masterclass takes place from 4 p.m. to 6 p.m.

“There are countless ways to embrace sustainability and contribute to a positive change: by wearing your clothes for longer and by repairing them or buying less but better clothes,” says Experience Manager Gwen Boon. What helps, is to know how your clothing is actually made. Who made your clothes? How much time does it take to make a garment, how many raw materials are needed for a new item and how you can you take care of your clothes in the best way possible? “All these topics are covered in the Fashion for Good Experience, a great place to start your own sustainability journey!”

The Fashion for Good Experience at Rokin 102 in Amsterdam, is open on a daily base, from 11.00 AM onwards and free of entry.