Amsterdam, Rokin 10: this is the place to go for your Fashion for Good Experience, the world’s first museum entirely dedicated to sustainable fashion which opened last 5th of October. The museum mission is to offer visitors a one-of-a-kind experience conducive to an enhanced awareness and a consequent committal to tangible action steps in this direction: an interactive museum which, by taking your through a five step experience (Consider, Choose, Use, Reutilize, Act), sets out to evidence future fashion innovations in the sustainability field.
On entering, visitors are equipped with a radio frequency identification (RFID) bracelet in recycled plastic which interacts with monitors showing data and information on the history of eco-friendly fashion, sustainable products and the industry’s forthcoming innovations. When the visit is over, each visitor may review their scanned actions and use the information acquired to create a personalized “good fashion action plan”.
One of the main sections of the museum is the Innovation Lounge, where is possible to discover over 50 surprising innovations that could revolutionize the fashion industry in the years to come: from dyeing with genetically engineered microorganisms to garments made from mushroom roots.
There is no lack of interactive installations to challenge the visitors’ creative talent: such as the Design Studio section where it is possible to design and print the most sustainable T-shirt available to the world today, the Cradle to Cradle Certified ™ GOLD T-Shirt.
There is also a museum shop which obviously offers an attentive selection of sustainable fashion products, in the form of collections put together on the grounds of specific themes that change every three months. The first theme chosen for the current period is “Splash: rethinking the role of water in fashion”, with products by adidas x Parley, Kings of Indigo, ECOALF, Insane in the Rain, Karün and Ms. Bay.