As Amsterdam works towards a fully circular economy by 2050, the way we buy, wear and care for our clothes is becoming increasingly important. During AFW26, Wear for Life, an initiative of the city of Amsterdam in collaboration with COSH! and Amsterdam Fashion Week, brings this conversation to The HUB, creating a space where fashion, creativity, craftsmanship and circularity come together.
On September 3 and 4, visitors can experience fashion from a different perspective at The HUB, Keizersgracht 264. From discovering curated vintage pieces and learning how to repair a favourite garment to giving clothing a new identity through customisation, the programme offers practical and creative ways to extend the life of what we wear.
Wear for Life shines a light on how much potential is already hanging in our wardrobes. While only 21% of clothing is actively worn, many garments are worn just a handful of times before being left unused. At the same time, the equivalent of a truckload of clothing is burned or sent to landfill somewhere in the world every second. Rather than always buying something new, Wear for Life invites us to look differently at what we already own — to wear it more, repair it, rework it, share it and pass it on.
Curated Vintage at The HUB
At the centre of the activation is a curated vintage market, bringing designer and second-hand fashion into the AFW environment in an editorial and accessible way.
A dedicated Wear for Life rack, curated by an AFW stylist, will feature selected pieces from Amsterdam-based vintage and second-hand stores, including De Ruilhoek, Rentglam, The Swapshop, The Swap Club, ReShare Store Amsterdam, Muna and BOAS Vintage. Visitors can discover unique pieces while exploring the possibilities of giving existing clothing a new life.
The experience continues beyond The HUB, with selected second-hand stores across Amsterdam joining the Wear for Life programme. Each participating store will feature an AFW-curated rack, offering visitors the chance to discover one-of-a-kind pre-loved pieces while exploring some of the city’s best addresses for second-hand fashion.
Repair, Rework & Customise
For those with a garment in need of some care, the Repair Station offers an opportunity to learn how to make clothing last. On September 4, NAAI (@naai.label) will be on hand to help visitors repair their garments, whether they want to learn the process themselves or have the repair taken care of.
The Repair Station will also feature a textile drop-off point, where visitors can bring garments they no longer wear or use. NAAI.label will give these pieces a new purpose by using them to experiment with techniques and ideas for future collections. Any remaining garments will be donated to the Kledingbank in Amsterdam Noord.
Meanwhile, the Customisation Station invites visitors to look at their existing wardrobe through a creative lens. Throughout the day, professional customisation artists Trish Ophuijsen (studiootrish) and Tyra Robin (@tvr_by_tyra) will be available to personalise, rework and transform garments. Whether it is a piece visitors are already wearing, a vintage find from The HUB or a favourite item brought from home, the station offers the chance to give clothing a completely new identity.
Visitors can also get hands-on themselves, with tools, materials and guidance available for anyone inspired to try customisation.
Workshops & The Wear for Life Talk
Furthermore, the programme offers opportunities to learn new skills and explore the ideas behind circular fashion.
On September 4 from 13:00 to 14:00, NAAI will host “NAAI Your Own Wrap Skirt,” a hands-on sewing workshop where participants can create their own wrap skirt while discovering the value of making and craftsmanship.
The programme is complemented by the Wear for Life Talk, “How Design, Repair & Innovation Are Redefining Fashion,” taking place on September 4 from 09:30 to 10:30. Moderated by Stephany Goncalves, the conversation brings together Borre Akkersdijk, Creative Founder of BYBORRE and Co-Founder of Patience, Thami Schweichler, Founder of United Repair Centre, and Eloise van Oranje, Founder of My Lima Lima.
The talk explores how circular thinking is changing the way fashion is designed, produced and consumed, from the growing role of repair, resale and reuse to designing garments with multiple lives in mind. Together, the speakers will discuss the responsibility of both brands and consumers and what it takes to make circular fashion an accessible and scalable part of the industry.
Open to Public
The Wear for Life programme is open to the public and takes place at The HUB, Keizersgracht 264, on September 3 and 4. Across the two days, visitors can explore the curated vintage market and all-day Customisation Station, while the programme on September 4 also includes the repair station, textile drop-off point, sewing workshop and Wear for Life Talk. Can’t join Wear for Life in the HUB? Find other Wear for Life events in your neighbourhood here.
Wear for Life at The HUB September 3 & 4
September 3
All day: Curated Vintage Market
All day: Customisation Station with Trish Ophuijsen and Tyra Robin
All day: Textile Drop-Off Point
September 4
09:30 – 10:30: Wear for Life Talk — How Design, Repair & Innovation Are Redefining Fashion
All day: Curated Vintage Market
All day: Customisation Station with Trish Ophuijsen and Tyra Robin
All day: Repair Your Garment with NAAI
All day: Textile Drop-Off Point
13:00 – 14:00: NAAI Your Own Wrap Skirt Workshop
The Talk and Workshop require registration.
With Wear for Life, AFW26 brings the circular fashion conversation beyond the runway and into the everyday, showing that giving clothing a longer life can be even more creative, personal and inspiring as discovering something new.
