Xander and Nelleke worked in fashion long before they started New Optimist. In fact, it was exactly this period that sparked their desire for change. Xander: “We saw the exploitation of workers, the health- and safety risks, as well as the overproduction and knew: change is needed”. All they wanted was to break free from the fashion industry. The massive carbon footprint. The polluted waters and overall environmental degradation. Nelleke: “Soon it dawned on us that there was only one solution, and that was to create a more self-sufficient chain. We named it the NO-kledingfabriek. So, here we are: bold, new and optimistic”. Together with their fellow optimists, New Optimist is ready to transform the industry piece by piece.