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Discover Benelux  |  Dutch Design  |  Beekman Fashion Group

Donald’s Netherlands was surprised that the collection I designed for them was mostly blue, rather than the famous red and yellow. I had to tell them that neither of those colours is actually very flattering. Blue tones, on the other hand, suit pretty much everyone, and they also bring colour to people’s faces – even after a long, tiring day at work,” Beekman explains.

Pioneering Beekman’s creative and unconventional vision has led her to various remarkable successes. For Roompot Holiday Park, Beekman Group was the first to ever design staff uniforms comprising jeans. But that is not all: as they did not want those jeans to fade colour after a while, clearly marking a difference between old and new staff, the group developed a technology that prevents jeans from discolouring. Beekman: “I think that’s definitely what makes us unique. From idea generation to design and production, we do everything ourselves.” “But,” she continues, “My absolute proudest moment has been the Safety Sneaker.” Launched in 2017, this functional yet super fashionable sneaker has won the hearts of many. “Standing

Uniforms for McDonald’s McCafé staff.

on your feet for eight consecutive hours is unbearable without appropriate footwear, but for vanity reasons, many people pick style over functionality. The Safety Sneaker offers both. It looks amazing, makes you feel like you’re walking on clouds, is antibacterial and, last but not least, offers the best slip resistance I’ve ever come across,” Beekman says proudly. “Especially since health specialists started recommending them to their patients, they’re flying over the counter.” In the future, Beekman plans on styling staff for plenty more brands, both in the

Netherlands and beyond. Since former C&A board member Frans ten Berge joined Beekman Group as Managing Director in 2012, the company has started having an increasingly international focus. With McDonald’s staff styling, they are currently active in 14 different countries, but requests from other international brands are also coming in at high speed. Want to find out how Beekman can help your staff look great? Check out her website and get in touch. Web: beekmanstaffstyling.com dyanne.nl

The incredibly popular safety sneaker.

Small McDonald’s logo on uniform trousers.

Uniforms for McDonald’s table service staff.

Issue 63  |  March 2019  |  13

Profile for Scan Client Publishing

Discover Benelux, Issue 63, March 2019  

Promoting Belgium, The Netherlands and Luxembourg.

Discover Benelux, Issue 63, March 2019  

Promoting Belgium, The Netherlands and Luxembourg.