New Optimist

At New Optimist, putting social impact at the forefront is a core principle. Their Amsterdam studio is more than just a workspace – it’s a hub of opportunities, particularly designed to welcome individuals who are distanced from the job market or come from migrant backgrounds. Through a collaboration with Match and Work, along with the guidance of an on-site coach, New Optimist is dedicated to steering people towards meaningful roles within the workforce.

This innovative approach has yielded remarkable success, leading New Optimist to expand its atelier’s horizons. In 2022, they made a leap to a larger space, now known as the NO-kledingfabriek (NO Clothing Factory). This expansion allows them not only to produce their own collections but also extend their expertise to crafting lines for other clothing brands. By doing so, they’re paving the way for more brands to embrace local, socially conscious production.

When it comes to the materials that bring their creations to life, New Optimist takes meticulous care. They source recycled and organic cotton fibres, which are imported from China. These fibres are woven by a producer certified by both the Global Organic Textile Standard (GOTS) and the International Labour Standards (ILO). Following this eco-ethical journey, the fabrics are transported to the Netherlands and transformed into stunning clothing pieces. This process ensures that every step in creating New Optimist’s garments aligns with their strong ethical commitment.

Their clothing is crafted from 100% cotton, a natural single material that brings with it a remarkable advantage – recyclability and biodegradability! Even more impressive is that this cotton blend includes recycled and organic components. Their organic cotton carries the prestigious GOTS certification, guaranteeing its purity by being free from pesticides and harmful chemicals. For those curious to delve deeper into the wonders of organic cotton, a comprehensive exploration awaits in our material-focused blog post.

Even the tags of New Optimist’s creations play a role in their circular approach. These tags are crafted from their own excess materials, then adorned with screen-printing at another socially conscious Dutch workshop. And that’s not all – even the stitching is a part of the sustainability narrative. Traditionally composed of synthetic polyester, New Optimist breaks the mould by utilising cotton yarn for stitching, closing the loop on circularity. The little things make a significant impact, and New Optimist embraces this ethos wholeheartedly.

New Optimist doesn’t just design for style – they design with circularity in mind. Their commitment to this approach is solidified through three fundamental circular design principles: crafting products that steer clear of waste and pollution, creating durable garments built to stand the test of time, utilising recycled materials, and ensuring their products can be recycled once again.

A distinctive feature of New Optimist’s ethos is their exclusive use of natural materials. By using these materials, the clothing doesn’t just exude style – it’s also biodegradable. This means that no microplastics are shed into the environment during washing or once the clothing reaches its end in a landfill.

But the innovation doesn’t stop there. New Optimist is set to further revolutionise the industry by introducing a deposit system for their clothing by the close of 2023. This visionary initiative has earned praise from COSH!. It’s important to note that the impact of this deposit system will be factored into New Optimist’s circularity evaluation once it’s implemented.

In essence, New Optimist is more than a label; it’s a driving force in circular fashion, continuously evolving to set new benchmarks in this progressive arena.

All clothes are made in the NO-kledingfabriek in Amsterdam with cotton fibres ethically sourced in China.

New Optimist’s clothing stands proudly devoid of any animal-derived elements. The entire brand is PETA-approved vegan. All of the brand’s fabrics are of natural origin and plant-based.

At New Optimist, expect a fusion of timeless elegance and distinctive flair—picture sweaters adorned with seams in unexpected places or vibrant colour patches that breathe life into classic designs. The brand introduces fresh styles every fortnight, each piece meticulously crafted in limited quantities to steer clear of overproduction and excess stock.

Notably, New Optimist’s creations transcend traditional gender lines. With dedicated women’s, men’s, and unisex collections, inclusivity is woven into their fabric – ensuring that there’s something for everyone.

Built to withstand the test of time, these garments exude quality. To make them endure even longer, don’t miss their pro tips for achieving ​“longevity.” And should your New Optimist piece ever need a little TLC, fear not. The brand offers complimentary repairs, ensuring your cherished garments remain in top form.

But New Optimist goes beyond being just a label; it’s an experience. By involving you in creating, they help you delve into the craftsmanship behind your attire, revealing the story and value it holds. This intimate connection nurtures an appreciation that extends beyond mere clothing. So, drape yourself in New Optimist and become a beacon of positivity, wearing more than just fashion – wearing optimism.

Transparency is more than a value at New Optimist; it’s a guiding principle. Their mission? To invite customers into the very heart of the garment-making journey, shedding light on the origins of their clothes and the genuine cost behind them.

But that’s not all – New Optimist is setting its sights on even greater transparency in the days ahead. Their ambition? To bestow consumers with complete traceability for every single garment. It’s a commendable aspiration that aims to connect people even more deeply to the clothes they wear. At present, each garment carries a story tag, revealing the skilled hands that brought it to life in New Optimist’s Amsterdam atelier.