Dutch fashion brand Studio JUX have won the main price of the Green Fashion Competition! The price comes with 25.000 EUR and was handed over by dutch minister of economic affairs Verhagen. Among the guests was also crown princess Maxima.
The price winners definately deserve it – we know only a few brands that create a good design and are so closely involved with their production – designer Jitske Lundgren lives most of the time in Nepal, where she manages their own production factory.
The Jury about Studio JUX: “This brand clearly addresses biodiversity issues in the fashion industry and provides a very good overview of materials used, related certifications and sourcing locations. The designs are modern, and simple but interesting enough not to bore. The playful and colourful designs are striking.” The jury believes that this company can have a true impact on the communication of green labels and a that it has a thorough understanding of biodiversity and sustainability in general, the business plan even included a Life cycle analysis of CO2 emissions. “The business plan reads that the brand means ‘Fun’ in German. We would not be surprised if it means ‘Sustainable’ in Nepalese.”
The winner in the category young brands, worth 15.000 EUR, is the US designer Carrie Perry. The Jury: “This label launches modern clothes with a nonchalant touch, which are for a sophisticated and conscious target market. The plan displays a sound knowledge on sustainability issues and biodiversity, including the right choice of materials and a strong supply chain focus. Sustainability is thoroughly integrated in the work of the company by means of a clear mission, values and guiding principles on sustainability.”
With the green fashion competition, the topic of sustainable fashion has become a place on the main stage in The Netherlands. Hopefully it will be an example for other countries to follow and create a relevant main stage for sustainable fashion design.
Congratulations to the winners!