Fashion for Good Launches New Good Shop Theme

Today Fashion for Good will celebrate its first theme launch of the year since opening in October 2018. The theme ‘NAKED’ will take museum visitors on a transparent journey through fashion. 

31 January 2019

AMSTERDAM- Today Fashion for Good will celebrate its first theme launch of the year since opening in October 2018. The theme ‘NAKED’ will take museum visitors on a transparent journey through fashion. The Fashion for Good Experience will feature 6 new brands, aligned with the theme, in the Good Shop – some which are making their way to Europe for the first time.

Every four months Fashion for Good curates a new capsule collection around a thought-provoking theme to showcase brands that are pushing the boundaries of Good Fashion. After the success of ‘Splash: rethinking the role of water in fashion’, Fashion for Good is now launching ‘NAKED: a transparent journey in fashion’. A great way to educate visitors on the stories behind their clothes and to remind them sustainable, innovative and fashionable pieces are already out there today. 

A carefully curated selection of brands will be featured in the next-generation retail space and some of these brands are exclusively sold at Fashion for Good, like the American label Reformation, which is making its way to the Netherlands for the very first time. The brands that are available as of February 1st are A.BCH, Allbirds, ASKET, la fille d’O, Reformation and Swedish Stockings 

Yael Aflalo, Reformation:  

“We are constantly looking for opportunities to push sustainability forward in the fashion industry. We are so inspired by the Fashion for Good Experience. It educates visitors about the social and environmental impacts of fashion in a compelling way, but the focus is on real, accessible ways everyone can make a positive impact and commit to taking action. We need to start a revolution in the fashion industry, and Fashion for Good is helping chart the way forward.“ 

About the theme

It is estimated that a garment travels 14.000 km before it reaches us, and that hundreds of human hands touch our clothes before they land in ours. This is a journey that is difficult to trace. Fashion for Good believes being “naked” and radically transparent is key. Channeling honesty and storytelling into their strategy, each brand in the collection is finding innovative ways to enable us to understand the story behind our clothes. 

At the opening event of NAKED on the 31st January Milou Turpijn (Editor in Chief of Women’s Health, YouTuber ‘Yoga met Milou’ and DJ Ohmylou) will interview August Bard Bringéus, the co-owner of ASKET and ask him about his personal mission and vision around transparency within the fashion supply chain.  

August Bard Bringéus, ASKET:  

“Our mission is to slow down fashion and setting a new standard for transparency and traceability. But we can’t do this alone. We are therefore very excited about being part of the Good Shop at the Fashion for Good Experience.” 


Stripping it down 

  • All A.BCH products have a QR code that you can scan to reveal all details about the garment. 
  • A.BCH, Reformation and Allbirds are sold in retail in the Netherlands for the first time.  
  • Academy Award-winning actor Leonardo diCaprio is a fan and an investor in Allbirds. Oprah Winfrey, Cindy Crawford, Ryan Gosling, Lupita N’yongo and Ansel Elgort are big supporters as well! 
  • la fille d’O produce locally, in a factory in Belgium next to their office, so they can make sure no foul play happens during their production process.  
  • Swedish Stockings are made to last. But once worn out, you can send your old tights to the Swedish Stockings office to be recycled or hand them in at the Fashion for Good Experience to start a second life.  


About Fashion for Good
Fashion for Good is the global initiative that is here to make all fashion good. It’s a global platform for innovation, made possible through collaboration and community. With an open invitation to the entire apparel industry, Fashion for Good convenes brands, producers, retailers, suppliers, non-profit organisations, innovators and funders united in their shared ambition.  

At the core of Fashion for Good is our innovation platform. Through our Accelerator Programme we give promising start-up innovators the expertise and access to funding they need in order to grow. Our Scaling Programme supports innovations that have passed the proof-of-concept phase, with a dedicated team that offers bespoke support and access to expertise, customers and capital. Our Good Fashion Fund will catalyse access to finance to shift at scale to more sustainable production methods.  

Fashion for Good also acts as a convener for change. On October 5th 2018 the Fashion for Good Experience has opened: the world’s first interactive tech museum dedicated to sustainable fashion innovation. In its hub in Amsterdam, Fashion for Good also houses a Circular Apparel Community co-working space, creates open-source resources like its Good Fashion Guide about cradle-to-cradle clothing.   

Fashion for Good’s programmes are supported by founding partner C&A Foundation and corporate partners adidas, C&A, BESTSELLER, Galeries Lafayette Group, Kering, Otto Group, PVH Corp., Stella McCartney, Target and Zalando.


Social Media
Twitter: @FashionforGood
Instagram: @fashionforgood
Facebook: FashionForGoodGlobal

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