We hear a lot about how the fashion industry needs to change. But somehow we don’t really seem to know how exactly, when or in which direction. In general, what do you, yourself, have to do with the fashion industry? You probably just buy what the stores offer as I’m sure many of us do. We do not feel responsible for the circumstances prevailing in the textile industry or merely know too little about them.

GOOD STUFF –
TRAVELLING THROUGH TIME WITH FASHION

Category: Fashion     Text: Viviana Michel
We hear a lot about how the fashion industry needs to change. But somehow we don’t really seem to know how exactly, when or in which direction. In general, what do you, yourself, have to do with the fashion industry? You probably just buy what the stores offer as I’m sure many of us do. We do not feel responsible for the circumstances prevailing in the textile industry or merely know too little about them.
Consumers can now find answers to many questions in Amsterdam. The interactive, digital technology based museum, “Fashion for Good Experience”, reveals the past, present and future of fashion over time. The foundation stone for the innovative museum is the “Fashion for Good” initiative, which was founded last year by the C&A Foundation and corporate partners Adidas, C&A and PVH Corp. The initiative is intended to clarify and show exactly where and how things can be changed in the world of fashion.
  • Spannende Einblicke: Seit Oktober ist die „Fashion for Good Experience“ an sieben Tagen die Woche geöffnet.
  • Spannende Einblicke: Seit Oktober ist die „Fashion for Good Experience“ an sieben Tagen die Woche geöffnet.
  • Spannende Einblicke: Seit Oktober ist die „Fashion for Good Experience“ an sieben Tagen die Woche geöffnet.

An exciting insight: The “Fashion for Good Experience” museum has been open seven days a week since October and is located in the heart of Amsterdam at Rokin 102.
Before our tour through the museum begins, we’re given a special RFID wristband that will accompany us on our digital journey through time. We can collect points at various interactive stations, by making commitments not to buy new clothing for a month or only to wash our laundry with cold water in the future. At the end of the trip, we got given a personalized ‘Good Fashion Action Plan’ that encourages us to live up to our promises and keep them in the long run.
DWELLING IN THE PAST
Now begins the journey through the impressive and completely sustainable museum. Each corner of the showrooms and design elements contains high technology and high quality, 100% recycled materials. We are now in the section ‘Past’, located in the basement. Here we are presented with a history of fashion and take a closer look at exactly when fast fashion as we know it, became the standard of fashion itself. Further stations show the history and journey of a single cotton shirt all the way from the cultivation of the raw material and weaving to dyeing and transport.
  • Hier entdecken wir die Geschichte der Mode und bekommen veranschaulicht, wann die sogenannte Fast Fashion im wahrsten Sinne des Wortes zur Mode wurde.
  • Hier entdecken wir die Geschichte der Mode und bekommen veranschaulicht, wann die sogenannte Fast Fashion im wahrsten Sinne des Wortes zur Mode wurde.
  • Hier entdecken wir die Geschichte der Mode und bekommen veranschaulicht, wann die sogenannte Fast Fashion im wahrsten Sinne des Wortes zur Mode wurde.
TRAPPED IN THE PRESENT?
On the ground floor, we are introduced to the section ‘Present’, which features many sustainable technologies and innovations. “It’s time for consumers to demand that the industry become more sustainable,” the project leader and founder Jake Barton of Local Project stated in his welcome speech. Of course, the point is that consumers should take in and with them as much as possible from their visit to Fashion for Good Experience, however, the designers and initiators of the concept thought carefully about not overwhelming their visitors with information and opinions. “We didn’t want to show absolutely everything that is possible in the area of sustainability,” stressed Jake Barton, who designed the museum together with Fashion for Good.
  • Inzwischen haben wir schon viel Neues gelernt und entdeckt. Doch in der Gegenwart ist noch nicht Schluss.
BACK TO THE FUTURE
Vegan leather made of mushrooms, textiles made of kapok fibres and apps and initiatives that will change and advance the fashion industry in the long term. The last section of the museum has the most surprises in store. The new collection by Stella McCartney is also impressively presently, as are the latest products by Adidas x Parley. Along with each individual area, like the presentation of the raw materials or the dyeing, the most recent and already available innovations are displayed. We have to admit, we are excited about everything that is possible these days and about where the fashion industry is headed.
The museum really is a multifaceted voyage of discovery. It helps us to understand the stories behind our clothes, current circumstances are explained and at the same time tips are given on how each and every one of us can have an influence and make a change. Fashion for Good Experience gives us consumers the courage to support the Slow Fashion movement and to become a part of it ourselves. However, the guiding principle of making fashion recyclable at all levels and thus sustainable can really only work in cooperation with us customers. So if we’re well informed, we have the power to change a lot just through our behaviour.

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