Every two weeks or so, I’m dragged into the fashion world by my girlfriend. She’ll force me to work with models, try new designer pieces on and drink free cocktails at catwalk shows. Yes, I feel your pity.
The thing is, my girlfriend, Carlien Helmink, runs a eco and fair trade designer label called studio JUX. Jitske Lundgren is the designer, Carlien is her Pierre Bergé (without the love relationship). It’s incredibly hard to build a fashion label from the ground up, and building one that’s good for humans and Mother Earth is even harder. Yet they’re doing a great job, with seventy shops worldwide selling studio JUX and their own factory in Kathmandu, Nepal. Their tagline? ‘Your Nepali tailor is a rock star’.
Last January, in the presence of the Royal Princess of the Netherlands Maxima, studio JUX won the Green Fashion Competition of the Amsterdam Fashion Week. As a consequence of this, studio JUX organized its first catwalk show at the following edition of the Fashion Week, last July. Carlien and Jitske asked me to produce the show. Alright, I said, after drinking all those free cocktails, it’s time to give something back.
I’ve never been more stressed in my life. The whole day consisted of frantically running around and if you asked me what I’ve done exactly, I couldn’t give you a clear answer, other than ‘uh, I wrote a script for the show and treated the text as if it were the Holy Bible’. That’s why I’m really grateful my sister shot a backstage movie. You can see the fear in my eyes at 0:20 and around 1:45 I accidentally drop something. Music is by Skip&Die.
Oh and the whole reason I’m typing this up is the hope that you check out studio JUX’s web site: studiojux.com. You can see who their tailors are and virtually shake hands with them. You’ll also discover that some silk is made of wood. Cheers!