Fabric For The Mind

ServicesCONSCIOUS CAMPAIGN AGENCYYear2019 - 2020

FABRIC FOR THE MIND – 14 voices call for change
Slow fashion found a new home at the Amsterdam based IKIGAI LABELS. The online boutique takes a broader approach when it comes to sustainability than what is usually on display in Europe. With a holistic mindset, IKIGAI LABELS launches its international campaign ´FABRIC FOR THE MIND – 14 voices call for change´ today the 14th of July.  In collaboration with Chanel Trapman, founder of MUMSTER, there will be 14 sources of inspiration, one highlighted every week, including the well known Aja BarberAditi Mayer, and Kassy Cho together with Dutch pioneers Cathelijne Blok and Sioejeng Tsao.

FABRIC FOR THE MIND – THE ONLINE CAMPAIGN
The 14 pioneers from 5 different countries – The USA, Great Britain, Sweden, Germany, and The Netherlands – will be highlighted weekly with photos and an individual video, where they open up about their needs and duties within the slow fashion. These interviews will speak on what the slow fashion community needs in terms of intersectional and inclusive growth and how to support BlackLivesMatter individually within fashion. They will speak about their personal experiences. 

FASHION THAT ENCOURAGES EMANCIPATION, INTERSECTIONALITY, INCLUSIVITY, AND SOCIAL SUSTAINABILITY
IKIGAI LABELS is the new online boutique connecting sustainable fashion from all around the globe to consumers just as wide spread. The 30 online brands form a starting point, with labels from Amsterdam, New Delhi, Cape Town, NYC up till Agledomi in Ghana. Ultimately striving towards taking sustainability to another level, IKIGAI LABELS´ founder Helene Oudman wants to bring a slick well rounded online sustainable fashion store and platform to encourage emancipation, intersectionality, inclusivity, and social sustainability – Subjects that have gotten more attention in the USA, amongst others by her key role models Aditi Mayer and Aja Barber.

NO SUSTAINABILITY WITHOUT INCLUSION: A STEP TOWARDS A NEW STANDARD
The campaign is born as an initiative to connect those two global problems, where the world and media are now full of: climate change and ethical justice. While the original campaign launch was planned in March, but postponed because of Covid-19, it finds itself now in the midst of the most crucial timing to build a bridge between these two problems plaguing our world and the people.

Besides the different levels of injustice that people of color are already confronted with, these communities are also affected the most by environmental pollution created by thoughtless mass consumption: the environmental injustice.
While fashion is making the switch to organic cotton and other important changes to become a sustainable industry, those vulnerable communities are often neglected in the sustainable movement. Those who are affected the most are often left out of the conversation and the least visible. Also, these communities are often living a far more sustainable life than the Western, white, homogenetic group of influencers which has become the face of the sustainability revolution, still these communities are within the sustainability movement. How can we change this current state? We are going to talk about this with the experts mentioned earlier to take a step towards a new standard within the sustainable fashion industry.

Watch the documentary series on YouTube

SUSTAINABILITY NEEDS TO BE ATTRACTIVE TO DIVERSE GROUPS OF CONSUMERS
Where you often read that fashion is sustainable without compromising on style, IKIGAI LABELS values the slow approach as a creative and unique addition instead. 

Helene Oudman: “I have a good sense for discovering creative and talented designers who create the most beautiful clothing.”

On a mission to make slow fashion inclusive to diverse consumers, IKIGAI LABELS offers a wide variety of prices and types of sustainability. You will find vintage, high end, upcycled items and made to order. Custom made to measure is possible too, to create the perfect fit for all shapes and body types, to be body inclusive. The supply consists of brands of well-known brands like Kings of Indigo and smaller, yet to be discovered fashion labels. 

FABRIC FOR THE MIND – THE INTERNATIONAL EXHIBITIONS
Next to the online campaign which you could follow on the website and Instagram of IKIGAI LABELS, FABRIC FOR THE MIND will also have international exhibitions where the docuseries and photo collection will be shown. Because of Covid-19, the first exhibitions in London and Rotterdam got canceled but it will be included back into the agenda as soon as possible. 


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