9 December 2025
Niki de Schryver from COSH!: Fast fashion harms circular goals
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Do you love clothing with ethnic prints, embroideries, natural dyes and craftmanship? For some it’s just a trend and for some a true personal style.
The good news is that a lot of brands include ancient cultural elements in their clothing collections. The bad news is that in a world of fast fashion and mass production, it’s easy for cultural heritage and traditional craftsmanship to be overlooked. In the windows of fast fashion chains you see it everywhere: colorful prints, exotic-looking patterns, embroidery with an “ethnic” flair. What at first glance seems creative and cultural is often something else: it’s copying designs that are deeply rooted in centuries-old cultures and traditions — without acknowledgement, without context and without compensation.
Luckily a growing number of brands and boutiques are taking a different path by collaborating directly with artisans, preserving age-old techniques and reinvesting in the local communities that inspire their work. They’re not just creating beautiful clothing — they’re weaving identity, history and community into every piece.
The COSH! platform is full of brands and boutiques that support communities, their heritage and their environment. Discover these entrepreneurs who bring their true love for craftsmanship to life in their fashion label.
Guave
A love for Javanese batik – from Amsterdam
Guave, the fashion brand based in Amsterdam, has a profound passion for Javanese batik, sustainability, and fairer production. This love for Javanese batik fabrics is beautifully reflected in their stunning collection of batik prints. Guave is committed to more ethically sourcing the batiks from small, independent businesses in Indonesia.
To gain valuable insights into their approach to incorporating cultural heritage into their brand, we had the opportunity to interview the founders of Guave, Romée Mulder and Myrthe Groot.
Did your country’s cultural heritage or craftsmanship inspire you to create your brand? If so, how?
‘We were born in the Netherlands and have ancestral roots, primarily from Java, Indonesia, on our father’s side. Approximately a decade ago, we explored our family history and the historical ties between Indonesia and the Netherlands — this journey to understand our identity and its significance naturally intertwined with our passion for textiles and fashion.
Interestingly, fate brought us together while at the art academy, where we studied Fashion Design. We found that expressing and shaping our identities through clothing resonated deeply with us, leading us to discover the art of batik. As we delved further into this traditional craft, batik became the central focus and narrative of our brand, Guave.’
Why is it essential for you to promote your cultural heritage?
‘For us at Guave, it is of utmost importance to promote the cultural heritage of batik as more than just a craft but a centuries-old tradition. This remarkable art was recognised as part of UNESCO’s intangible world heritage in 2009, making it a significant part of our shared human history. Throughout generations, the people of Java have used batik to share stories and communicate through their clothes. It holds a more profound meaning beyond being a simple piece of cloth; it represents stories and traditions passed down from mother to daughter, made with love and meticulous attention, painstakingly crafted line by line and dot by dot.
Our brand, Guave, embodies this essence of batik – clothing with a captivating narrative, lovingly handcrafted and carrying the legacy of generations. We firmly believe that true craftsmanship goes hand in hand with sustainability. Creating batik requires time and dedication, resulting in a unique and valuable piece of art. Despite facing competition from the fast fashion industry, authentic handmade batik stands out distinctly from industrially printed versions. This distinction allows us to use only genuine handmade batik in our creations, promoting this beautiful craft and inspiring people to make conscious choices. We aim to foster an appreciation for the timeless crafts that have graced our world for centuries.’
When creating your brand, did you consider the possibility of exploitation of cultural heritage and craftsmanship by large Global North companies?
‘Throughout creating our brand, we have been extremely cautious and engaged in numerous discussions with individuals from the fashion and batik industries. Our core values revolve around fair pricing, ethical work practices, and complete transparency in our dealings with the people we collaborate with. We firmly believe in the significance of celebrating and promoting the artistry of batik, so we refrain from negotiating the prices set by the skilled batik makers we work with. We also abstain from interfering with their designs, as we recognise their expertise as true artists honing their craft over the years.
Transparency has been a key element of our approach. We openly communicate with our customers and online followers, sharing the captivating stories behind the batik creations and explaining the meaning of the motifs. We aim to create a sense of connection and appreciation for this ancient craft. By educating our audience about the value of these fabrics and treating them with respect, we hope to honour the rich heritage of batik and ensure its enduring legacy.’
Do you have a statement to describe your project and its relationship with your culture?
‘Slow down, be colourful and share the love of batik with us!’
Maqu
Traditional craftsmanship from Peru combined with modern, more sustainable fashion from Berlin
Marisa Fuentes Prado, the designer behind Maqu, has founded a brand that embraces sustainability as its guiding principle. With meticulous attention, she curates production methods, materials, and origins to preserve nature and livelihoods. Marisa’s roots in Lima, Peru, and her background in fashion design in Europe uniquely position her to bridge the gap between cultures and continents.
At Maqu, every material has a story, as Marisa continually explores nature’s innovations. With a strong focus on more ecological and fairer trade practices, the brand expertly blends tradition and modernity. Whether individual pieces or small series, all products are lovingly handmade in Germany and Peru, a testament to Maqu’s commitment to quality and sustainability.
Maqu’s collections are a vibrant celebration of Peruvian and European influences, resulting in various colourful and one-of-a-kind pieces made from recycled materials.
JIWYA
Preserving Indian artisanal traditions
Based in Nashik, India, JIWYA is more than a fashion brand; it’s a tribute to India’s rich heritage and more sustainable ethos. Founded by artisans deeply rooted in textile traditions, JIWYA thrives on preserving ancient crafts and techniques.
With a network of over 100 skilled artisans, JIWYA honors India’s diverse cultural heritage. Each artisan, recognized for their mastery, contributes to the brand’s commitment to authenticity. By prioritizing natural materials and ancient designs, JIWYA ensures that traditional craftsmanship thrives in a modern, more sustainable context.
Embracing rainfed cotton and plant-based dyes, JIWYA champions more eco-friendly practices at every step. Through transparency and meticulous sourcing, the brand showcases the skilled hands behind each creation, celebrating the artisans’ contributions to more ethical fashion.
In essence, JIWYA stands as a testament to the enduring legacy of Indian craftsmanship, weaving tradition, sustainability and style into every garment.
ÏMAIMAI
Blending modesty, diversity and empowerment
Rooted in Berlin’s cultural tapestry, ÏMAIMA is more than just a fashion label; it’s a celebration of modesty, diversity, and empowerment. At the heart of ÏMAIMA’s philosophy lies a dedication to craftsmanship and cultural heritage. Each garment tells a story of meticulous artistry, with materials carefully sourced from Jaipur, India. Founder Bahhareh’s vision extends beyond fashion, aiming to leave a legacy of empowerment and more ecological stewardship.
ÏMAIMA’s journey began with a more conscious decision to establish a more ethical manufacturing base in India, prioritizing fairer wages, safer working conditions, and mutual respect. Despite its growth, the brand remains deeply connected to its artisans, fostering a sense of community and collaboration. Bahhareh’s involvement in day-to-day operations ensures that the brand’s ethical values are upheld at every stage of production.
Beyond the workplace, ÏMAIMA is committed to supporting its artisans’ professional growth and personal well-being, contributing to the local economy and fostering lasting relationships within the community. Through partnerships with NGOs like UMANG in Jaipur, ÏMAIMA continues to make a positive impact, empowering women both as consumers and creators.
JYOTI FAIR WORKS
Empowering women through fairer fashion
Nestled in Berlin, Jyoti Fair Works transcends the traditional fashion store, offering not just exquisite garments but a beacon of hope for women in India. Founded by Jeanine, a passionate law student driven by a desire for social change, Jyoti Fair Works is a testament to the transformative power of more ethical fashion.
Beyond fashion, Jyoti Fair Works is a story of empowerment. Partnering with three sewing workshops in India, connected with women-led NGOs, the brand directly supports 40 women, providing them with stable incomes, access to healthcare, and opportunities for personal and professional growth. By offering fairer wages and flexible working hours, Jyoti Fair Works enables these women to support their families while pursuing their dreams.
As Jeanine, the founder, aptly puts it,“We may not be able to change the textile industry alone, but we can serve as a positive example.” With each garment, Jyoti Fair Works embodies the belief that fashion can be a force for good, empowering women and inspiring change one stitch at a time.
TOAIE
Colorful jewellery made by Colombian craftsmanship
The jewellery brand TOAIE combines Frisian sobriety with the vibrant spirit of Colombia. The brand makes statement jewelry that celebrates the art of embellishment – a term that translates to ‘toaie’ in the Frisian language. The Frisian founder Lara was inspired during her long journey through Colombia and met passionate local craftsmen who made beautiful colorful jewellery according to Colombian craftsmanship. When she founded her own jewellery brand in 2019, she chose to collaborate with these skilled makers, Andy and Luz Maria, whom she had previously met in person.
The result is a long-term and intensive collaboration between TOAIE and Colombian craftsmen, in which the jewellery reflects traditional craftsmanship and supports local communities in Colombia. Lara traveled back to Colombia in February 2023 and made this documentary to share the story of the makers with the rest of the world.
This fusion of Dutch heritage and Colombian craftsmanship makes TOAIE’s collection a celebration of global culture and personal expression.
OYA Studio
Luxurious kimonos that combine slow fashion with cultural heritage
OYA Studio is a brand from Düsseldorf that was founded in 2021 during a trip to India. The luxurious kimonos in their collection are a combination of sustainability, spiritual symbolism, centuries-old traditional craftsmanship and empowerment of local communities. A cultural fusion takes place in their kimonos: through the mix of Indian and Japanese aesthetics, OYA celebrates diversity and promotes appreciation for different cultures by creating designs that honor both traditions. They work with local artisans in India, who are not only honored for their craftsmanship, but are also rewarded with fairer and equal treatment in wages and working conditions.
In the artisanal process, they use the centuries-old batik technique, in which skilled craftsmen and organic plant textures are used to create intriguing patterns. This method not only preserves traditional art forms, but also increases more environmentally conscious practices.
Binti
Antwerp store with African brands
The colourful multi-brand store Binti in the heart of Antwerp combines fashion, ethics and creativity. Here you’ll find a collection that has been carefully put together by owner Adi with local and small-scale fashion brands based in Africa and a number of creative brands from Europe. By consciously selecting these African brands, the store directly supports local craftsmen in Africa and maintains local communities.
One of the examples from the collection is the Dutch-Rwandan brand AFRIEK. The clothing is colourful, distinctive and cheerful and contributes to an equal collaboration between European entrepreneurs and tailors in local communities in Rwanda by offering fairer wages and mutual respect. In this way, AFRIEK wants to strengthen local communities and ensure that their culture is more appreciated.
Step into Binti in Antwerp and discover inspiring and more ethical fashion brands from Africa and beyond.
el.résidu
Clothing from traditional vintage Indian saris, made by Indian craftswomen
The Amsterdam brand el.résidu breathes Indian craftsmanship. The colorful clothing is made from traditional and vintage Indian saris, unique fabrics that are deeply rooted in Indian culture. These saris are all one-of-a-kind, which makes every garment from the el.résidu collection unique.
Not only do the materials show traditional Indian craftsmanship, the clothing itself is also manufactured by partners in India. For example, the brand works with Saheli Women, a non-profit organization that gives financial strength to women in India, by giving them a job and providing them with their own income. By having their clothing made in these small-scale production studios, el.résidu directly contributes to maintaining local female communities in India, and the use of vintage saris is an ode to traditional craftsmanship and its high quality.
