3 September 2024
Find your perfect fall fit at the 3rd COSH!-pop-up in Berlin
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As COSH! reaches its five-year milestone, we are taking the opportunity to look back on a journey filled with determination, resilience, and unwavering commitment to a better, more sustainable fashion industry. What began at a kitchen table in Bruges with just two students has grown into a platform that is not only shaping the industry, but also challenging it to do better. Together with CEO Niki de Schryver we are reflecting on what COSH! has accomplished in the past 5 years and look forward into what the future holds.
From humble beginnings to European recognition
It all started in 2019, with the city of Antwerp supporting COSH!’s initial launch, quickly followed by Bruges, which stood by us when the coronavirus took the (fashion) world by storm. These early days were marked by a relentless drive to support local retail and bring circular, more ethical fashion to the forefront. From those first steps in Belgium, COSH!‘s influence spread across Europe, culminating in prestigious awards, including the European DigiCirc Award.
As Niki de Schryver, founder of COSH!, reflects on these milestones, she’s quick to emphasise the collaboration with the city of Amsterdam—a partnership that began with a shared goal of tackling the textile industry’s impact, as part of Kate Raworth’s Donut Economics initiative. From there, the journey continued with COSH!’s expansion into Rotterdam, Spain, and Germany, proving that the mission to make fashion more ethical and circular transcends borders.
Navigating the rollercoaster of startup life
But every success story has its challenges. For Niki, the transition from working in small teams to leading a diverse, remote workforce spread across Europe was a significant learning curve. The journey has been nothing short of a rollercoaster, juggling product development, sales, and team management, all while navigating the complex world of startup funding.
“There are days when the constant grind feels overwhelming,” Niki admits. “But when I look back at what we’ve achieved, it’s clear that every challenge has been a stepping stone to something greater.”
A vision unwavering, but always adapting
Throughout it all, COSH!’s vision has remained steadfast: accelerating the transition to a more circular and ethical fashion industry free from slavery and exploitation. While the mission hasn’t wavered, the path to achieving it has required adaptability. As technology advanced, COSH! strategically delayed certain developments, allowing the company to leverage new tools and approaches that weren’t available just a few years ago. This adaptability has not only kept COSH at the cutting edge but also positioned the platform to continue growing, even in a market that is currently in decline.
In a volatile and uncertain world, we’ve successfully embraced bootstrapping, balancing periods where the focus is heavily on product development with times when we need to shift attention to services, ensuring the company stays on track. This approach has allowed us to sustain momentum while securing the necessary resources to continue driving our mission forward. - Niki de Schryver, CEO of COSH! Conscious Shopping Made Easy
Impacting the industry – one bold step at a time
COSH! has never shied away from making bold statements and challenging the status quo. From raising early concerns about the sustainability of recycled polyester to highlighting the environmental impact of eucalyptus plantations for Tencel and Lyocell fibres, COSH! has been a pioneering voice in the industry.
These efforts haven’t gone unnoticed. “Our influence on the industry traces back to 2011,” Niki explains, “when I worked behind the scenes at Bruno Pieters, helping to pioneer transparency and traceability in fashion with the world’s first 100% transparent fashion brand, Honest By.” The legacy of transparency that COSH! has cultivated is already making waves, with the European Sustainable Product Regulation which came into effect in July 2024, a direct reflection of the seeds planted by Niki and her team years earlier.
Building a culture of transparency and passion
At the heart of COSH! is a culture of transparency. Niki believes in being open with her team about every aspect of the business, fostering an environment where everyone understands their role in the bigger picture. This openness extends to the way COSH! communicates with its retailers — radical candour is the norm, not the exception.
Managing a remote team spread across cities like Berlin, Prague, and Amsterdam comes with its challenges, but it also offers the flexibility and dynamism that a startup needs to thrive. The commitment of team members who travel to the office once a week, despite the distance, speaks volumes about the culture of passion and dedication that Niki has cultivated at COSH!.
Looking to the future with determination
As COSH! looks to the next five years, the focus is clear: scaling impact while refining the product. With plans to launch an app and further automate processes, COSH! aims to reach even more entrepreneurs, helping them connect with local, more sustainable solutions.
But beyond the technical advancements, Niki’s vision for the future is rooted in something deeper. “I want COSH! to be remembered as the platform that never stopped pushing for a fully plant-based, circular fashion industry,” she says. “We’ve always strived to bring a positive message — to show consumers and brands alike that change is possible, and that it starts with transparency.”
The legacy of a relentless innovator
For those who have had the privilege of working with Niki de Schryver, her legacy is already being written. A relentless innovator, she is known for her tireless work ethic and her unwavering commitment to making sure that everyone — whether it’s her team, her customers, or the local retailers COSH! supports — feels seen and valued.
Yet, like any true trailblazer, Niki acknowledges that the industry’s opinion may be divided. “I’m sure there are lobbyists who don’t like me very much,” she laughs, “but I’m equally sure there are those who applaud what we’re doing. And that’s enough for me.”
As COSH! moves forward, it’s clear that the platform is not just a tool for consumers or retailers — it’s a movement. A movement that has grown from a kitchen table in Bruges to a European powerhouse, driven by a vision of a better, more ethical fashion industry.
For those who want to learn more, the journey is just beginning. Surf over to COSH!’s website and discover how one platform is changing the way we think about fashion, one more sustainable choice at a time.
