5_DiscoverBenelux_Issue18_June_2015_Q9_Scan Magazine 1 26/05/2015 16:24 Page 53
Discover Benelux & France | Special Theme | Sustainable Design
All of this combined led Saint Basics to be ranked the ‘most eco-friendly fashion brand of the Netherlands’, according to the independent website Rank a Brand. The current collection consists of black and white products only. “For years we’ve been proud of our black and white collection. We still are. But our customers collectively asked for coloured products,” says van Akkeren. The line is currently in development, but a first impression is already available on the website. “The colours we chose are all basic, natural and have a mature yet happy appearance.” The happy plain coloured basics will be available in the fall of this year and “at the same time, we’ll add patterns.” Bright colours will never have a place in the Saint Basics collection says van Akkeren: “It doesn’t fit our brand. And one of the things we found out during motivation based market research, is that men chose to wear colourful underwear when going out, to impress the ladies. But in the
same questionnaire, women stated they think it’s childish, and prefer a more mature colour,” he laughs. Not just the colour will change, the textile for the new basics will be different as well. van Akkeren: “We’ll use Tencel, the worlds’ most innovative eco-material currently available.” Made from beechwood, you wouldn’t expect it to be soft. “But it really is!” says van Akkeren, “and there’s another good thing about this material: it doesn’t induce a sweaty smell.” Saint Basics started a crowdfunding campaign to fund this new line. This enabled customers to invest in the brand and receive ten per cent equity. “Within less than 12 days, our new collection was funded. It is great to see that our customers are willing to invest in our products, before it is even on the market.” And the price tag will surprise you: Saint Basics is high end fashion for a fair price. www.saintbasics.com
Issue 18 | June 2015 | 53