As in the previous edition, the HTNK ‘indigo edition’ Shop will be located in the middle of the Blueprint platform, with an appropriate selection of exclusive goodies from the network of this Amsterdam fashion matchmaker. The Options! X Mint Store is a new collaboration between Mint, the new platform for sustainable fashion labels, and Options!, the shop at The Exchange Hotel, the most fashionable hotel in Amsterdam. Trash & Treasures and Mendo Bookstore will once again be featured in this edition, with their popular shops bursting with inspiration and unique fashion finds.
With its positive, progressive focus on sustainable and ethical fashion, MINT has also proved to be a very topical new feature. The fearless drive of this mainly young generation of fashion designers and decision makers offers a tantalising glimpse of the future of the fashion industry. The ultra-fresh and stylish MINT exhibition platform also merited an updated look. The first labels to have registered for this edition of MINT – Eco Couture, Format, L’Herbe Rouge, MLY, OAT Shoes, O My Bag, People Tree, studio JUX, Twin Couture and Underprotection – also include the two newcomers Löv and Komodo.
Halina Reijn for Mint
Forward fashion for women ánd men
Some men complain that fashion is not as much fun for them as for women. Well, guess they did not visit MINT then, as we will have some really cool forward fashion for women ánd men.
First of all there is Monkee Genes. This jeans label was born in 2006 out of the frustration of the denim market. Disillusioned with disposable high street fashion, the Monkee Genes team decided to raise public consciousness. They achieve this by using organic fabrics made by people who care – because they are being cared for! This results in innovative fits and styles in top of the range fabrics and classic denim with a retro twist.
People Tree is a pioneer in forward fashion. Founded 20 years ago, People Tree uses fashion as a tool to empower the world’s most marginalised people. For every beautiful garment they make, there’s an equally beautiful change happening somewhere in the world. Their in-house design team works innovatively to marry seasonal trends with traditional hand-skills and natural materials. In 2009 world attention was drawn to People Tree when actress Emma Watson collaborated with the brand on her first ever collection.
The Danish brand A QUESTION OF fosters diversity and creativity. According to them digitalization is the true revolution, resulting in transparency and sincerity in the means. The collection of A QUESTION OF is developed in collaboration with talented designers, illustrators and artists. With their sustainable fashion they want to create a better tomorrow and ensure continuous creative development through today’s talents.
Forward shoes and underwear at MINT
One of them is OAT shoes, they were the first runner-up of the first edition. When it comes to sneakers, you usually have to choose: toxic or clean, naughty or nice. OAT shoes made it possible to choose green ánd style. They developed ‘shoes that bloom’. Literally that is: you can bury your nifty sneakers after they’re worn down. Water them regularly and watch flowers bloom from your old kicks!
Besides the blooming sneakers from OAT, we will host another forward shoe brand at MINT: olsenHaus – Pure Vegan. The brand is 100% cruelty–free, using only non-animal materials that are environmentally friendly. The olsenHaus style focuses on clean lines, color and unexpected material mixes. The sandals, wedges, pumps and boots are made of alternative materials that are clever and sophisticated, like cork, linen and ultra suede.
Just like good shoes, underwear is an essential part of your outfit. In Bloom London designs high quality organic cotton lingerie. All women’s underwear is made in France with love. Their core is to care & inspire. They design and produce their collection with care for the earth. And In Bloom London believes that wearing beautiful lingerie pieces sublimated by a careful sourcing process will inspire women to fulfill their own dreams.
The Danish brand Underprotection gives men and women the possibility to combine ethics and aesthetics when buying underwear. It’s what you wear closest to your body and therefore they only use non-toxic sustainable materials such as bamboo, soy and organic cotton. A sustainable thought is good, but a sustainable way of living is gold. Therefore Underprotection strives to implement sustainability in every aspect of their work.
We are looking forward to meeting you on the 22nd and 23rd of January at MINT!
Green Fashion Competition finalists at MINT
Last time we shared some minty Dutch fashion brands with you. It’s not only us who think they design forward fashion: Elsien Gringhuis won the first edition of the Green Fashion Competition. This is a competition for entrepreneurs in the fashion industry, for individuals and teams with a vision of what the sustainable future of fashion should look like. studio JUX is one of the nominees for the finals in January 2012. We are really proud that in total 4 finalists will showcase their collection at MINT. Besides studio JUX, they are STAT Division, L’Herbe Rouge and O My Bag.
STAT Divisions creates ethical fashion, combining chic minimalist cuts with luxury sustainable fabrics. The designs are characterized by feminine, nautical and sporty elements. The result is a collection of unique, yet timeless separates and accessories: a wardrobe essential for any independent fashion fanatic with a conscience.
French brand L’Herbe Rouge was nominated because of their clear understanding of the impacts of materials and processes on biodiversity. Their designs are both refreshing and poetic. The innovative materials used have an organic farming (no pesticides or herbicides) or recycling origin. They translate their sustainable vision into forward fashion decisions, for example a dye from organic grapes.
Last finalist that will be present at MINT is O My Bag. The bags are produced in India and made from eco-leather from local Indian cows. The Green Fashion Competition jury says: “This labels presents accessories that are classical with a slightly fashionable twist. The used materials are very well sourced, and give the designs the must-have factor.” Wow, quite a compliment if you are only on the market since 2010!
Dutch forward fashion brands at MINT
On January 22-23 2012 MINT accelerates at Modefabriek AW 12/13. We will present the best of forward fashion: brands selected on indicators such as forward fashion style, quality and ethical values/performance. This all sounds really international and exclusive, but did you know that MINT also showcases the finest forward brands from our home country as well?
Dutch designer Elsien Gringhuis for example. She aims to get the maximum out of minimalism. Working with as few pattern pieces as possible, she saves work in cutting, pasting and stitching. In this way, she achieves a extraordinary state of sustainability. That Elsien Gringhuis is forward is illustrated by the fact that she won the first edition of the Green Fashion Competition. And psst…good news for all the fans: Elsien Gringhuis is currently working on a second, more affordable line called BASIC ONES.
JUX means fun in German and that might mislead you. studio JUX is based in the Netherlands ánd in Nepal. Designer Jitske lives in Kathmandu to manage her ‘Nepali Rockstars’, as they name their workers. According to studio JUX, fashion should be fun. Not just for the consumer and the designer, but also for the tailors and the environment. See, that’s what we call forward fashion.
Classy Lavinia and Edgy Abigail are the twin sisters behind Twin Couture. The brand is all about eco friendly and sustainable fabrics. They have had a pair of jeans for over seven years and wore it at least twice a week. When it ripped it was like saying goodbye to an old friend, because they had so much fun together. That’s why they choose denim as main ingredient. Twin Couture’s motto is: The When Is Now, The Way Is No Cruelty.
Under the banner “Forward Fashion”, MINT presented the future of fashion. Forward Fashion offers clothing produced in a way that respects people, animals and the environment without compromising on style. At this edition, MINT was confined to a small selection of brands, such as Elsien Gringhuis, whose catwalk show was warmly received. However, at the next edition, MINT will be doing things on a much larger scale!