New studio platform

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modefabriek 15 01 by RVDA 8344

All the way in the farthest corner of the ‘new indie’ platform Studio, North Sails stands out in a bright blue area with large typography. The market leader and big innovator in sailing also created its own covered stand. That’s what happens when you register at the last minute for a completely sold out Modefabriek – but these guys know what they’re doing. “With Eric Bijlsma of Scotch & Soda, we managed to regain the licence for the fashion line,” Roy Schiet says. “This menswear line was launched at Pitti, but we also want to participate at Modefabriek as it is key to the Dutch market. It isn’t just buyers that come here; it’s also shop managers and employees.”

Over on the other side of Studio, Thomas Koster of Fjällräven is happy with the stream of North sails invitees. Their core business is also outdoor sports, but that does not mean there isn’t a lot to gain in casual fashion: “This is the second time that we are here kind of just doing it on the side, with a small stand. But next time maybe we should aim a little larger, like more along the lines of Blueprint.” Fjällräven is a heritage brand with a very congenial image. They don’t even try to be cool, but they are. “For example, we are very happy with the influx of great new concept stores in non-urban areas. Modefabriek maintains a remarkably high level and I have acquired plenty of new contacts to start calling tomorrow.”