CHANGE IS HERE

SPREAD YOUR OPTIMISM.
WEAR IT

THE START OF A NEW AND OPTIMISTIC FASHION ERA.

Bold, new and optimistic. Created with a unique human touch.

MEET THE MAKERS

Our optimism to change the fashion industry starts right in the heart of Amsterdam and it’s where we hand-cut and sew your garment with a unique human touch. Meet the makers. Let them show you how we bring back the joy of making garments.

CHEERFUL GRAPHICS

All applications are inspired by the kinetic art of Alexander Calder, which are created with excess material in the production process. Waste no waste. That’s how we roll into the new season, and into the new fashion era.

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A PERFECT BALANCE

Discover the light chambrays and heavy canvasses. Both dyed and undyed, the new materials can be easily combined with our signature sweat fabrics.

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OUR LABEL IS PART OF A CIRCULAR COMMITMENT

As you know, almost every choice we make fits our circular commitment. It's not always easy. To make a garment recyclable, you need to think about the smallest details like the material of the a label.

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WE’RE AT THE FOREFRONT OF A CIRCULAR ECONOMY

All our garments are made following the circular design principles of the Ellen Macarthur foundation. This means that:

1. We don’t create waste or pollution
2. We make durable garments
3. We use recycled materials and guarantee garment recyclability

SPREAD YOU OPTIMISM. WEAR IT

With each New Optimist piece you buy, you help us launch a new fashion era in which we bring back the joy of making garments.

LAUNCHING SOON