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Het Parool

‘A Fresh perspective’ according to Het Parool. We couldn’t agree more. In this weeks edition of Het Parool, you can read how we change the fashion industry at your doorstep.
Xander Slager: “With New Optimist we want to turn the fashion industry upside down. Fashion is mainly about low prices. People no longer have any idea how clothing is made and the process behind it. We want to change that with clothing that are hand-cut and sewn locally and designed for circularity. It’s a big idea and the brand is still small, but consumers are really ready for it. In July we opened our shop with instore atelier, so everyone who walks in can see who and how the clothes are made. There is direct contact. I really love that about our brand.”