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Fashion For Good Launches It’s ‘Naked’ Capsule Collection : A Transparent Journey In Fashion

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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.