SHOP NEW ARRIVALS

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DISCOVER OUR NON-INDUSTRIAL TAKE ON FASHION.

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.

JUST FINISHED

GROW OPTIMISM

Introducing the summer edition of our brand icon: fresh, bright, and bursting with optimism. This collection of T-shirts and Sweats in different colours is designed to embracing the sunny days ahead. Are you ready to grow optimism with us? Join the movement and shine with our newest collection!

ATELIER VISIT

NEWEST & MOST OPTIMISTIC EXPERIENCE OF AMSTERDAM

Are you ready for an experience that sets the tone to change the fashion industry? 
Book your tour below & join us with your optimism!

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Join us for an Atelier Visit that transforms into a personal shopping experience.

ALL THERE IS TO KNOW

Discover our non-industrial take on fashion. Meet the makers who show their craft and and offer insights into circularity, pattern drawing and garment construction. All while enjoying a 10% discount on the newest and most optimistic wardrobe essentials in town.

FREE GIFT IN ATELIER SHOP

The first 100 optimists to book this tour will be welcomed with a free € 55,- worth tote bag*
Come grab your New & Optimistic tote. Claim your spot now!
*With a minimum spend of €150.

REPAIR SERVICE

Each piece comes with a lifetime repair service in our atelier.

Fancy a small adjustment to one of your purchases? Or want to repair an existing N.O. item? Bring it along. Our makers are here to help.

PERSONAL STYLING

Need a little help? Our stylist will be there to assist you in creating a look that sets you up for the future.
Bold, new and optimistic.

GROW OPTIMISM

Yes, it takes guts to be the first follower. But what are you waiting for. We can never grow our optimism without you. With this T-Shirt, made of a mix of recycled & organic cotton you can create a ripple effect of positivity.

WHAT ARE YOU WAITING FOR?

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.

WE WELCOME YOU

YES STATIEGELD

Je houdt van mode, maar wil niet bijdragen aan de groeiende textiel-afvalberg? Vanaf nu gaan wij samen de modecirkel sluitend maken. Met jouw aankoop zorg je dat je sweater 100% circulair wordt. Samen creëren we een wereld zonder kledingafval.

NO CIRCULARITY WITHOUT YOU

YES statiegeld, NO textile waste

New Optimist takes the revolutionary step towards 'statiegeld' on clothing. You are in control to ensure that your favourite sweater eventually becomes part of the fashion circle of life again.

MORE IN OUR BLOG

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

FELLOW NEW OPTIMISTS

Great clothing and at the same time social, local and sustainable produced. Hopefully they’ll set the standard for the fashion industry’s future 💪

N Groot

A great little boutique. Amsterdam based circular fashion label with production happening in the shop! Great comfortable clothing. Support local!

Paul

Beautiful innovative clothing brand where justice and circularity come first. And it's beautiful too.

Robert Berends

At NEW OPTIMIST you can experience and see the passion of the makers and the people behind this beautiful sustainable clothing brand!! They honor their tagline - YES FUTURE - in terms of sustainability, social and local 👏

Mj Borghuis

Love this concept! Transparent and responsible brand. I have visited the shop and saw how they make the clothes! 😍 great quality! 👌🏽

Maria Flores

SPREAD YOUR 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.

DISCOVER THE COLLECTION