Not too long ago I took a whirlwind 24-hour tip to Amsterdam. I wandered along a canal, ate a waffle and was inspired by the stories that came out of the TOMS event I’d kindly been invited to. I also found myself at the Fashion for Good museum; a place that had filled my Instagram feed since its early days and not somewhere I thought I would end up anytime soon
LOCATION:
Fashion for Good is the first of its kind. It’s a museum specifically showcasing sustainable fashion and a hub for educating yourself on the harmful impacts the industry creates. Whether you’re like me and are already well-versed in what the phrase ‘fashion for good’ can possibly mean or whether you’re completely new to it all and have spontaneously found yourself at the museum on a tourist trip, it’s now at the top of my recommendations list.
I met up with Nicola who heads up Digital Marketing for Fashion for Good, and it’s clear that everyone working there and behind the scenes is extremely passionate about what the space represents. I asked Nicola and the team some questions about the museum and I’ve spread out the answers within this post and mini-review. Even if you’re not heading to Amsterdam anytime soon, hopefully, you can still be inspired from afar
The Fashion for Good 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.
Please can you explain what the museum is all about and why it was opened?
Changing the hearts and minds of the visitors, building a movement and making good fashion the norm.
What is the museum’s sole purpose?
The aforementioned RFID-bracelet (pictured above) is one of the most interactive parts of the museum. It’s a bit like a more technologically advanced version of my eco-habit tracker. You wear it on your tour around and tap into any of the displays that resonate with you, making a commitment to whatever change or small action it’s suggesting.
At the end of your tour, y ou can check in and have a digital ‘action plan’ sent to your email . Some of the actions I committed to, included — washing my clothes on a cold wash (as I always do), asking questions and finding a tailor (something I recently did for a second-hand pair of dungarees I invested in).
These actions are small but they’re all achievable and that’s what I love about the museum. Although there are still some hard-hitting facts to face up to, it’s also an experience of celebration and empowerment . If we had more spaces like this elsewhere, hopefully, the idea of educating yourself on fast-fashion and sustainability, wouldn’t seem so daunting to so many people.
We hope so, the more events and stories told about fashion, sustainability and innovation the better! We are currently working on an exhibit with a museum in Italy. So there is definitely more coming! Also Fashioned from Nature of the V&A is currently travelling.
Do you think there should be more spaces like it?
What did I discover on my visit, I hear you ask? I discovered the likes of Frumat , which is an extremely realistic leather alternative made from apple skins. I found this on the second floor of the museum which was a space highlighting the future of fashion, with examples of new innovations and the innovators themselves.
Educational programmes, travelling exhibits, or perhaps temporary exhibits, creative and inspiring programming in general. But we also need more sponsors for the museum so that is also a priority for us.
What do you have in mind for the future of the museum?
We learn a lot from all of our visitors, we have different feedback channels and forms we share. Whether it’s an event they like to see, a specific language they are missing or a brand they love — we consider all the input we receive.
We can’t change the world on our own and we need our community to help moving forward, ask questions and making better decisions. Inspiring each other, talking to each other, all of these elements help!
Have you learnt anything from the museum’s visitors?
If the educational side of things isn’t enough to hook you in, there is also a GIF booth now available to visitors (you know how much I love GIFs!), as well as a customisable t-shirt station which provides you with the chance to add a custom graphic design to a Cradle Certified GOLD T-shirt. If you’re not sure what Cradle Certified means, you can take a look at when I covered the Cradle Certified G-STAR RAW denim collection, here.
Additionally, you can visit Fashion for Good to buy fashion made for good , with a pop-up store which changes depending on the museum’s current focus. When I was visiting, the focus of what the museum calls, ‘The Good Shop’, was ‘NAKED‘ and the idea of transparency within fashion brands. The ready-to-purchase collection on display included pieces from brands such as Swedish Stockings, as well as Reformation, which isn’t currently available to purchase in-store in Europe.
Fashion for Good is situated near the canal in Rokin, Amsterdam , just opposite an easily accessible Metro station and many little shops and cafes. Admission is free and it’s open from 11am to 7pm (6pm on weekends).
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For people who can’t reach the museum in person, how else can they support Fashion for Good?
Have you visited Fashion for Good? Share your experience in the comments!
