5 October 2018
AMSTERDAM- Fashion for Good opens its brand new Fashion for Good Experience in Amsterdam. The Experience is an interactive museum outfitted with the latest technology. If you’re interested in fashion, innovation and sustainability this is a fun, immersive must-visit venue in Amsterdam. The museum aims to change the hearts and minds of the visitors by telling stories behind the clothes you wear, shows you how to take action and have a positive impact on the fashion industry. Through a personalised digital journey with an RFID-bracelet you can learn about the history of good fashion, discover sustainable products and explore fashion innovations of the future.
One of the key exhibits of the museum is the Innovation Lounge where you can discover over 50 amazing innovators who are about to disrupt the fashion industry. One of those innovations comes from Colorifix. Colorifix dyed a Stella McCartney dress using engineered microorganisms. Another of the innovations comes from Mycotex. They made a dress from mycelium (the “root system” of mushrooms). Through samples, tangible garments, motion graphic videos and interviews with the innovators Fashion for Good has built an interactive and personal space to make those innovations come to life, to easily understand what the future of fashion innovation entails.
Katrin Ley, Managing Director Fashion for. Good: “By elevating the work of our innovators, we show visitors that good fashion is not only possible, it is within our reach, and we demonstrate that Fashion for Good is the go-to-place for sustainable innovation in the fashion industry.”
Good Fashion Journey
When entering the museum, you can take an RFID-bracelet. With this bracelet you can collect commitments and badges that represent practical actions. Those actions you can turn into a personalised digital guide, a Good Fashion Action Plan, that you can take home. This plan can help you become a more conscious fashion customer. The engagement continues as you can stay connected to the Fashion for Good Movement through special programming, digital campaigns, workshops and events that are being organised in the Fashion for Good building.
Next-Generation Retail Store
In its Good Shop, the Fashion for Good Experience also showcases current concepts that show good fashion is already available today. The store features curated product collections that are built around inspiring themes and swapped out every three months. The first theme is “Splash: Rethinking the Role of Water in Fashion” and features products from adidas x Parley, Kings of Indigo, ECOALF, Insane in the Rain, Karün and Ms. Bay.
Immersive Creator Space
Throughout the museum you find interactive activations that challenge you to get creative. In the Design Studio for example, you can design the most sustainable T-shirt option out there today: your own Cradle to Cradle Certified™ GOLD T-shirt. And you can print it on site. Through live projections the studio will display your chosen design, giving you an immersive way of watching your design come to life.
You can also take a selfie in the infinity mirror at the entrance of the museum or take a kaleidoscopic selfie in the GIF booth in the Innovation Lounge and send it to a visually-striking installation to demonstrate your commitment towards a good fashion industry.
Fashion for Good Ambassadors
One of the first Fashion for Good ambassadors is international model Arizona Muse. Her favorite innovations are featured throughout the store, explaining the story behind her personal picks. Arizona has been very dedicated to moving the fashion industry into a more sustainable industry for quite some time now. “The Fashion for Good Experience is an amazing way of engaging and inspiring visitors on sustainability and innovations, showing good fashion can still be cool, fun and wild”, says Arizona. Other changemakers featured in the museum and store window will be international supermodel Lily Cole and co-founder of Fashion Revolution Orsola de Castro.
The Fashion for Good Experience is supported by founding partner C&A Foundation and corporate partners adidas, C&A and PVH Corp, along with William McDonough who inspired our mission to make fashion a force for good.
The Fashion for Good Experience, at Rokin 102 in Amsterdam, will open on the 5th of October. The Experience will be open seven days a week and is free of entry.
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 Fashion for Good-Plug and Play Accelerator 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 the Fashion for Good Experience will open: 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, Galeries Lafayette Group, Kering, PVH Corp., Stella McCartney, Target, Zalando.
Fashion for Good
Anne-Ro Klevant Groen