New Optimist: The Deposit System Transforming Fashion
New Optimist, based in Amsterdam, produces fashion that includes both people and the planet in its core values. During a recent Talk & Tour hosted by The Present, u-inc gained exclusive insight into their operations. What stood out was their hyperlocal production model. New Optimist not only designs but also manufactures all their garments in Amsterdam, offering transparency and drastically reducing their environmental footprint by keeping the supply chain short and local.
The Deposit System: A Regenerative Model
What truly sets New Optimist apart is their deposit system. Similar to returning bottles, customers can bring back used clothing. These garments are then recycled or repurposed to create new pieces. This circular model reduces waste, promotes conscious consumption, and gives customers the opportunity to contribute directly to a circular economy.
According to co-founders Xander Slager and Nelleke Wegdam, it's not just about sustainability, but about radically rethinking fashion itself. "Fashion has always been about renewal, but what if we focused that renewal on how we produce and consume?" says Slager. Their system empowers consumers to make a positive impact with every purchase.
Why This is a Regrowth Example
As a regrowth agency, u-inc is always on the lookout for inspiring examples of businesses that push industry boundaries. New Optimist is one such example. Their approach demonstrates how imagination and boldness can create an entirely new way of value creation. Their deposit system, in particular, offers an inspiring blueprint for businesses looking to explore circular solutions.
More Than Fashion: A Movement
New Optimist’s deposit system and hyperlocal production model not only deliver clothing but also spark a movement. Visitors of the Talk & Tour left inspired by their approach and philosophy. Want to see how this works in practice? Book a tour at New Optimist in Amsterdam and discover how a wardrobe can change both your style and the world.
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