New Optimist
New Optimist is an Amsterdam fashion label and social enterprise founded by Nelleke Wegdam and Xander Slager. It makes durable, non-trend-driven clothing from recycled cotton in its own local workshop.
| Base | Amsterdam, Netherlands |
|---|---|
| Founders | Nelleke Wegdam, Xander Slager |
| Ownership | Steward ownership |
| Production | Local, in-house workshop |
| Website | newoptimist.nl |
What is New Optimist?
New Optimist is a fashion label and social enterprise based in Amsterdam. It was founded by Nelleke Wegdam and Xander Slager, who previously ran his own jacket brand and a concept and design bureau for fashion retailers.
Products and positioning
The brand designs clothing for men and women that is meant to last and to sit outside seasonal trends. Its material choices follow the same logic:
- Garments made with recycled cotton
- Seams sewn with cotton thread instead of polyester
- Labels and tags made from production waste
- An in-house repair shop to keep clothing in use
Production is local and much of the chain is kept in-house. The studio, which is open to visitors, employs experienced professionals alongside people who find it hard to enter the labour market, including asylum seekers.
Distribution
New Optimist sells through its own shop and studio in Amsterdam, its webshop and around 15 other stores in the Netherlands.
Why it matters
The company uses a steward ownership structure in which a foundation holds the voting rights and guards the mission, while investors and founders receive capped returns. It is a working example of local, circular and socially inclusive apparel production in Europe.
Frequently asked questions
Who founded New Optimist?
New Optimist was founded by Nelleke Wegdam and Xander Slager in Amsterdam.
Where are New Optimist clothes made?
The clothes are made locally in the brand's own Amsterdam workshop under fair working conditions.