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What if we tell you that this indigo grew between Amsterdam’s buildings?
For the first time in modern history, true indigo is growing again in the heart of Amsterdam.
We proudly launch a capsule collection dyed entirely with plant-based indigo—grown, harvested on a forgotten strip of land, and processed within the city’s limits.
Locally grown. Locally dyed. Locally made.
ROUA ATELIER
Natural Dye master Roua Alhalabi cultivates European indigo (Wede) on a forgotten strip of public land in Amsterdam Nieuw-West. With her pigment and our locally made garments, we reconnect with an old story—and rewrite it.
AMSTERDAM IS BLOOMING AGAIN
This is more than fashion. It’s a historic first. Centuries ago, Amsterdam was a global hub for the indigo trade—its canals and warehouses pulsing with color from overseas. But the pigment itself never took root here.
Until now.