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5th February 2019, Amsterdam

Fashion for Good launches new Good Shop theme

The theme Naked will take museum visitors on a transparent journey through fashion. © Fashion for Good

The theme Naked will take museum visitors on a transparent journey through fashion. © Fashion for Good

Fashion for Good is celebrating its first theme launch of the year since opening in October in 2018. The theme Naked will take museum visitors on a transparent journey through fashion. The Fashion for Good Experience will feature six 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.

The Fashion for Good Experience will feature six new brands. © Fashion for Good

The Fashion for Good Experience will feature six new brands. © Fashion for Good

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 1 February are A.BCH, Allbirds, ASKET, la fille d’O, Reformation and Swedish Stockings.

“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,” said Yael Aflalo, Reformation.

It is estimated that hundreds of human hands touch our clothes before they land in ours. © Fashion for Good

It is estimated that hundreds of human hands touch our clothes before they land in ours. © Fashion for Good

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. Channelling 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.

“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,” commented August Bard Bringéus, Asket.

www.fashionforgood.com

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