THE GREEN PAGES A contemporary, curated directory for a regenerative tomorrow
The first edition At the intersection of ethics, aesthetics, people + planet
In conversation with Lisa Konno Anna von Hellberg Jason Tjon Affo Marthe de Groot Monai Nailah McCullough
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CONTENTS 06
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PLANTMOM & THE INDIGO KITCHEN
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15
PAGE
MARTHE DE GROOT
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DON’T SHOP TILL YOU DROP
AMSTERDAM HOTSPOTS
LISA KONNO
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ONES TO WATCH
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19 22
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ANNA VON HELLBERG
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We’re W.Green The intersectional brand agency for impact driven brand identity, innovation and editorial communication since 2010 Editor in Chief: Willa Stoutenbeek
A special thanks to our boys:
Art Director: Kyriaan Barrow-Blanken
Qafar Amani
Design Assistant: Şüheda Sariçam
Wael Al Saleh
Creatives: Shannakka Cannegieter Kimberly Balten Vatiswa Klevering Copy: Eline Cordie & Emma Vans-Colina Strategic Direction: Miranda van Gendt 04
LETTER FROM THE EDITOR.
ARMEDANGELS. I would like to take this moment to thank Martin and his team for the beautiful years and the trust. I feel proud to have been an active witness of your mission and I will continue to follow and support your journey.
Two years ago, the world stopped turning the way it did before. For those of us living in the Global North, we entered unknown territory with the COVID crisis. Initially, we looked for the silver lining: a moment for reflection and awareness, which happened to allow previously buried underlying issues to rise to the surface. This resulted in a very necessary movement: Black Lives Matter. Everywhere in the world, people stood up against injustice and for the lives of BIPOC. In the midst of a global pandemic, despite stay at home orders, many decided that the greater cause was necessary. The pandemic also made painfully clear how our Dutch government has gradually dismantled our social safety net including the health care system. With nurses fleeing the unrealistic working circumstances (too many hours vs. too little pay) and ever-growing waitlists for psychiatric and mental help institutions, those most in need have been left out in the cold. And all of this on top of the tumult and trouble already in the world. This was also a time for reflection at W.Green. What do we have to offer to the world? What is the reason for our existence, and does what we do even matter? It led us to making bold and sometimes difficult choices, with changes to our team, and the end of some long-term partnerships. We said goodbye to our client of over 10 years,
This time has also birthed a new strategic direction for W.Green. Back in 2010, we were one of the first to champion the place of ethics + aesthetics – and since then we’ve been working steadfastly to show brands how they can incorporate more of the sustainable solutions the world needs and wants. Today, with sustainability no longer a rarity, and more agencies and companies finally embracing this philosophy, we are ready for a sharper narrative – one that accounts for the way marginalized and racialized communities are disproportionately affected by unsustainable environments and the first effects of climate change. It is time to flip some switches. Some serious ones. Seriously just, seriously progressive. No wonder that learning about intersectional environmentalism and seeing this movement on the rise felt like coming home. For me personally, diversity and inclusivity has always been a subject that mattered. It started at a very young age with my group of friends being of all kinds of cultural backgrounds and walks of life. The awareness maybe started with me reading The Autobiography of Malcolm X when I was 15. Fast foward to my current life and career, I often noticed during my 12 years in the sustainable arena how painfully white it was. I continue to try to find the right words to explain the issues I see, mainly how sustainability as a movement is not being as inclusive as it could be. In 2020 Leah Thomas coined the term ‘Intersectional Environmentalism’: “An inclusive form of environmentalism advocating for the protection of all people and the planet. Derived from the work of the Combahee River Collective + later, Professor Kimberlé Crenshaw, who coined the term intersectionality in 1989” *Intersectionality
is an analytical framework for understanding how aspects of a person’s social and political identities combine to create different modes of discrimination and privilege.” As Thomas defines it: intersectional environmentalism identifies the ways in which injustices targeting frontline communities + the earth are intertwined and addresses the non-inclusive character of the climate movement, urging the world to address the issue in a more holistic manner. Leah’s voice deserves to be amplified. Follow her on Instagram @greengirlleah and buy her book (mentioned later in this 1st issue of The Green Pages). For us, it means not only incorporating an even deeper respect for the planet into our daily choices, but for all people too, with their differences. Allowing ourselves and each other to act and reconnect over what we share: the fact that we’re human, we are nature, and we can still turn things around this decade. If we step it up in a regenerative way: figuring out a style of living for all life to benefit and thrive. This is a great opportunity for brands to help guide the way; to find and hit those lifestyle switches. I could never do what I do without the wonderful team by my side. A special and warmhearted thank you to my W.Green team; Shannakka, Kimberly, Kyriaan, Vatiswa, Kisha and Elise. As well as Miranda for strategic direction and Eline & Emma for copy + interviews throughout this magazine. You are all superstars! And we gladly invite you to join us in making a regenerative lifestyle the inevitable choice and norm: our sharpened purpose behind our updated positioning that we’ll share soon. We’ll keep you posted. At the intersection of ethics, aesthetics, people + planet. We’re all in this together Willa Stoutenbeek Founder & Creative Director of W.Green
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MONAI NAILAH MCCULLOUGH “There’s so much more to unpack with having plants and connecting yourself with what nature truly is, not with what the possession of it means to you.”
@plantmom.amsterdam
M
onai Nailah McCullough is a Green Plant Designer from NYC. She’s the founder and owner of Planthood, a company that specializes in plant design maintenance and coaching. Since relocating to the Netherlands 4 years ago, she has built her platform under the name @plantmom.amsterdam, sharing plant design, tips, books, workshops, music and issues of colonialism and horticulture. Today, after so many DM’s exchanged, Willa finally had the chance to sit down together with Monai to chat about these similar ideas of the world.
W: How did you start? M: I decided to get into entrepreneurship and wanted to continue my expertise. I’d been working for a similar company in NYC and wanted to do it by myself. It’s going great so far, and has been even since before 2020 when everyone started buying plants. You know, plants have been on the up for some time in terms of style, design and biophilia.
important. There’s so much more to unpack with having plants and connecting yourself with what nature truly is, not with what the possession of it means to you.
W: I think one of the biggest issues I notice is that humanity feels disconnected from nature and we don’t see ourselves as part of it. Do you think plants can play a positive role in helping us reconnect?
M: There’s definitely a form of gate-keeping. Who gets to run a greenhouse, who gets the deeds to the places where these are grown. A lot of these are family owned so it’s hard for new people to even get the capital to compete. In that sense, yes. Capitalism was born out of colonialism. To turn labor into profit, for example slavery.
M: I used to think that, but the way things are going it’s now quite the opposite. Plants give us a false reality of what to expect. People are like, it’s great I have a jungle in my house, and then they get bugs and *gasps* so I think plants give people the false expectation of how easy things are meant to go with nature. Also with anything comes capitalism and that’s where we are with plants. With that we lose that experimentation mindset and grace with ourselves. With dollars and cents we expect things to work. For example you get a phone that works, you get taps and microwaves that work, but you get a plant and no matter how much money you spend on it, it could still die. With Instagram and social media, everyone wants to have knowledge, but not everyone actually does.
W: Have you gained some knowledge over the years? M: I hope so. Not having control over everything is
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W: Let’s side-track. The Netherlands has a big stake in a lot of trade, which leads back to our colonial history. There are a lot of colonial roots still in our system today. Do you recognise some of these issues in the industry today?
W: Growing up in The Netherlands this knowledge wasn’t provided; the riches our country has with such a small population and low workforce. I feel a personal responsibility to know more and do more to raise awareness as I’m also benefiting from the riches we have, as they weren’t obtained in a fair way. M: The Netherlands is still doing it. The Dutch are known for strawberries and other fruit. They aren’t the ones picking the fruit, but they still profit from it.
W: I think there’s a very clear link between the inheritance of colonialism and climate change. M: I agree. In my job I work in very luxurious neighborhoods, and I see the class system. I don’t see the Netherlands as post-colonial, I see it as a
continuation of what’s been happening for centuries, which is why there’s such heavy conservation of “Dutch culture” which is not much outside of colonialism and the ongoing exploitation of people.
W: That’s strongly said in a way that hits home. It’s difficult to pinpoint if you are cultured in this system. It’s difficult to look from the outside in, so it’s interesting to see your perspective. It’s interesting how you’re creating a platform and space for concepts that people here don’t see even if they claim to be open to ideas of racism and such. If you’re born here it’s hard to be objective.
W: What is the main thing you’d like to tell people in terms of plants and sustainability. Any tips? M: What’s important for me in the philosophy of my work is knowing that not everything’s for you. Buying with the idea of aesthetics is problematic as it often ends in death of plants. When you think about being a consumer of plants it’s really always about understanding the commitment. Even buying a small plant you should ask how long does it take to grow? What is the human labor involved? And we should be changing the language. Not just buying, but “investing” whether it’s a small or large plant. Thank you Monai for all your knowledge and willingness to share. Next time with natural wine on my terrace.
- Interview by Willa Stoutenbeek - Edited by Emma Vans-Colina -
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JASON TJON AFFO
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“I want to show it’s possible to be conscious of the impact of your choices and be joyous at the same time. It’s so important to seek lightness and hope in these dark times.”
J
ason Tjon Affo is about to come full circle.
That’s something that I want to talk openly about, the
With the upcoming release of his third cookbook,
messiness of life in general. Above all, I want my recipes
Rainbow Food, one chapter is ending as a new one
to be exciting and inspiring’, he says. ‘People sometimes
begins. Tjon Affo is an author, activist and founder
associate veganism with a kind of joylessness, the
of The Indigo Kitchen - a food and lifestyle blog that
notion that in order to be a good person you are required
combines bright, colorful vegan recipes with Tjon Affo’s
to eat bland food. Taste is of the utmost importance to
musings on subjects like privilege, mental health and
me because if my recipes didn’t taste good, I would never
living with Hiv. If that combination sounds a little bit…
be able to show my face to my family again!’
unusual, well, that’s just the way he likes it. ‘I gravitate towards things that are weird and don’t necessarily
His upcoming third cookbook, Rainbow Food, is
“make sense”’, says Tjon Affo. ‘When I started The
centered around vibrant recipes that spark joy in a post-
Indigo Kitchen, I was going through a rough time in
pandemic world, and combines his passion for food
my personal life. Being vulnerable about my struggles
with his passion for photography. ‘I want to show it’s
allowed me to heal and in turn gave me a platform to
possible to be conscious of the impact of your choices
hopefully help others to heal as well. I believe that
and be joyous at the same time. It’s so important to seek
everything is interconnected, from the food we put
lightness and hope in these dark times.’ As for his plans
into our bodies, to how we treat ourselves and others, to
for the future, Tjon Affo is bursting with ideas for his
the natural world that surrounds us. I never had a clear
next chapter. There is no doubt that whatever comes
end goal in mind when I started, I just knew I wanted
next it will inspire people to seek out the light, wherever
it to come from love and vulnerability. As corny as that
they can find it.
may sound, that is what feels most authentic to me.’
- Words by Eline Cordie -
Tjon Affo’s recipes are a reflection of his warm, bubbly personality
and
his
Dutch/Surinamese/Chinese/
Creole heritage. ‘Food to me is not just sustenance. It represents the stories of my heritage, my ancestors, even my emotional state sometimes. For example Pom, a Surinamese oven dish and the crown jewel of the Surinamese culinary tradition, makes me feel very nostalgic. It signifies family and beautiful memories to me. But at the same time, Pom is rooted in colonialism. It combines the influence of Sephardic and Ashkenazi Jews - who settled in Surinam as early as the 16th century - with local Creole traditions. In veganism especially, you can sometimes get caught up in doing things ‘perfectly’. But no such thing exists. You can have the best intentions but still mess up here and there.
www.theindigokitchen.com @theindigokitchen
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PUKKA Pukka has always believed in connecting people, plants and the planet together, but how? It is easy, by simply believing in the power of herbs and a great passion for loving what they do, as well as having a little help from their hero, mother nature.
Pukka makes one thing clear, their herbal blends create
On a spiritual level, Pukka translates the magical powers
healthier and happier lives. No more restlessness,
of their herbs through Ayurveda, translated simply as
stimuli, anxiety, or poor sleep caused by inorganic
‘knowledge of life’. An ancient Indian holistic philosophy,
tea. Organically, Pukka helps maintain your balance,
that shows you how to live a healthy, wholesome and
boost your antioxidants, and improves your body’s
more fulfilled life, by balancing your mind, body and
immune system. If you listen carefully, Pukka is literally
spirit. Ayurveda is an anytime, anywhere, anyone sort
whispering the secrets of a better and healthier life.
of wisdom; a universal way of living wisely that can be
With each new collection, a new bio challenge. Are you looking for tranquillity, calmness, and to detach from life’s stresses? Well, Pukka’s newest Calm Collection
Images by Nina Olsson
easily adopted no matter what stage of life you’re at. But with a little Pukka love and wisdom, the magic of Ayurveda will flow in your life.
brings you all this and more. The ingredients in each
As we’ve learnt, the magical powers of herbs are
blend are specifically sourced for their powerful,
indispensable in our existence, that’s exactly why
uplifting and relaxing qualities. Chamomile, Vanilla &
Pukka joined forces with herbalist Emanuelle Vos,
Manuka Honey and Joy to give you the warmth you need,
who is now also Pukka’s new herbal ambassador. With
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whilst Night Time Berry soothes you to sleep. Then
her knowledge and the power of Pukka herbs; they are
add Peace and Relax to help bring some tranquillity to
a match made in heaven. Just like Pukka, Emanuelle is
your busy schedule. The ingredients in each blend are
committed to a better world; her goal is to bring you
specifically sourced for their powerful, uplifting and
closer to nature and your own natural state of being,
relaxing qualities. Are you feeling the Pukka zen yet?
in accordance with Mother Nature’s wisdom and cycle. Whilst improving the well-being of your soul, body and mind, with a penchant for ancient teachings such as Ayurveda, yoga, herbal medicine and music.
EMANUELLE VOS: PUKKA’S HERBAL AMBASSADOR
“Joining forces with Pukka as Pukka’s Herbal Ambassador gives me great joy. It is our shared
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mission to make people and the planet healthier and happier. For me every cup of tea is a medicine
for the body and mind. A little ritual of preparation and intention gives a whole different level of tea drinking. Most of all I admire how Pukka is committed to organic produce. Organic farming is
key to preserve the health of the soil and biodiversity, which is inevitably linked to our well-being as human. One of my favourite quotes is by Masanobu Fukuoka, Japanese microbiologist: ‘The
healing of the land and the purification of the human spirit is the same process.’ Let’s inspire each other to pause with herbal allies to enrich our spirit, without doing harm to the environment. @emanuellevos
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YONI Introducing Yoni, an ever-growing collection of sustainable period products, created with the belief that the time has come to open up, share our stories, and care for female-sex bodies at every stage of life. Founder Mariah Mansvelt Beck, never intended to start a period care company, but after being faced with a cervical cancer scare, she began to look at her own body from a new perspective. Especially from the perspective of what she was putting into her body every month. What she found: period care products full of plastics, synthetics, perfumes and artificial absorbents - Yuck. From this, she built the foundation of the Yoni brand, which dedicates itself to creating honest and sustainable period care for everyone; from tampons to period proof underwear. But Yoni’s mission doesn’t just stop at period care products. Rewind to 2015, when Yoni was only just starting, the topic of menstruation was still a total taboo and period products were something you hid in your fist
Yoni’s Period Proof underwear is made from soft
on the way to the toilet. Since then, they have come a long
stretchy, organic cotton and recycled nylon. Not only
way in raising awareness around menstruation, period
that; it’s actually the thinnest period underwear we’ve
products and vaginas, but there are still so many taboos
seen to date with the ability to absorb up to 3 tampons
left to break. Taboos around pregnancy, hormones,
worth of blood. Wear them on their own, combined with
sexuality and gender to name a few. This is where
a tampon or cup for the heavy days - whichever works
Yoni will continue to use the power of storytelling to
for your flow. The underwear is perfect for sleeping,
kickstart open, honest and real conversations. Building
lounging, shopping, sunbathing and a work-out. You can
a future in which everyone with a vagina is armed with
do whatever you like without wetness, leaks and worries.
knowledge about their bodies, and the products that fit their lives best. Without shame. Without taboos. With love for yourself and the world around you.
DR. BRONNER’S Dr. Bronner’s was founded in 1948 by Emanuel Bronner, a third- generation master soapmaker from a German-Jewish soapmaking family. He used the labels on his superb ecological soaps to spread his message that we must realize our transcendent unity across religious & ethnic divides: “We are All-One or None!” Still family-owned and run, considering all who work for them their extended family. Dr. Bronner’s honors its founder’s vision by making socially & environmentally responsible products of the highest quality and dedicating their profits to help make a better world. If ‘practice what you preach’ was a company it would be Dr. Bronner’s. Their original philosophy, which was eventually named the “Moral ABC,” a mix of religion, spirituality, environmentalism, self-help and peculiarity, with one overarching mission: peace and harmony on “Spaceship Earth.” In 1998 David (grandson of the founder), with mom Trudy and Uncle Ralph, began running the company. His official title: CEO (Cosmic Encounter Officer). Under David’s leadership activism has been Dr. Bronner’s business, and the business has been good. So good that rejecting buyout offers is a regular part of being David Bronner. When he became CEO in 1998, Dr. Bronner’s annual revenue was $4 million. In 2018, it was $122.5 million. Of that, $8.4 million went to charitable causes: regenerative organic food and agriculture, animal welfare , criminal justice reform, child and youth services and more. Most of Dr. Bronner’s activism has implications for both people and the environment, like the Regenerative Organic Certification, a rigorous sustainability standard with the motto “Farm like the world depends on it.” Although Dr. Bronner’s hardly spends any money on marketing, the brand has an ever growing list of hardcore famous fans like Meghan Markle, Zoe Kravitz, Natalie Portman and Lady Gaga just to mention a few.
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A
msterdam-based fashion designer and
Next, Konno turned close to home for inspiration: her
film director Lisa Konno graduated from
father, world karate champion and Japanese immigrant
Arnhem’s ArtEZ School of Arts in 2014 with a collection
Nobuaki Konno. NOBU is the first of a trilogy about
made out of textile waste. Since then, her work has
migrant fathers and their stories, the second and third
continually been inspired by the inherent wastefulness
parts being BABA and HENK (the latter is scheduled
of the fashion industry with its traditional, seasonal
to air on Dutch television channel VPRO in April
approach and the promotion of fast, disposable fashion.
2022). The films combine aesthetics with humor and
For example, with her 2015 Fashion Week debut
optimism with social engagement, resulting in deeply
collection ‘For the workers’, pictures of the Bangladesh
loving, tender portraits that touch on larger themes on
factory disaster in 2013 were digitally printed on the
a smaller scale. For example, in NOBU Konno’s father
garments in an abstract way, turning the harrowing
models designs based on the rain poncho he wears on
images into non-figurative aesthetic prints, a visual
his bike every day - to honor the decidedly Dutchman in
metaphor for fashion’s way of hiding the ugly parts of
him. But Konno also cut up his old karate promotional
the industry.
t-shirts to pay tribute to the side of her father that is still
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very much Japanese. And in HENK, Konno’s designs
LISA KONNO “The beautiful thing about art is that it can touch on things like fast fashion and immigration.”
Looking for a way to add more narrative to fashion, Konno
use Henks profession as a janitor, among other things,
turned to documentary film. First (in collaboration with
as inspiration to give us an insight into his multifaceted
director Teddy Cherim) with the short tv-documentary
identity as a father, musician and artist. In doing so,
‘Goodwill Dumping’, about what happens after you
Konno and Blok touch on complex themes such as the
put a bag of clothes in the goodwill bin and how a well-
duality of the immigrant experience and the difference
meaning gesture can have a ripple effect most people
between how younger and older generations define
aren’t aware of. Konno’s designs - made out of donated
happiness and success.
clothes - add an almost surrealistic quality to the film. ‘Activism and storytelling have always been at the core of
‘My generation has been so inundated with, data and
my work’, says Konno. ‘Making semi-traditional fashion
imagery of how terrible everything is, from pandemics
collections was fun but also had its limitations. Fashion
to wars to the effects of climate change. But the beautiful
can certainly tell a story up to a certain point but there’s
thing about art is that it can touch on things like fast
always something about it that remains abstract, due
fashion and immigration, but stylized in a way that is
in part to its very specific and therefore quite limited
perhaps more personal and human without pointing
target audience. I wanted to find a way to add more
fingers at anybody. Hopefully it shows the complexity
narrative to fashion. At the same time, fashion can add
behind these issues, but in a beautiful and imaginative
a kind of stylization and layers to a narrative, sometimes
way.’
more so than dialogue, so it works both ways.’ - Words by Eline Cordie -
www.lisakonno.com @lisakonno
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HOTSPOTS 01
JOSILDA DA CONCEIÇÃO
CORNERSTORE
Contemporary art space focusing on emerging artists
Where music meets food
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04
RENESSENCE A space for radical self-care and deep healing
OSCAM A museological platform for art, fashion, design & craftsmanship
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SAINT JEAN Plant-based bakery & speciality coffee
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THE LABOUR DEPARTMENT
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YUSU
A hub for motherhood wellbeing
The new coffee culture
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FREITAG From old trucks tarp to one-of-a-kind bags, who’d thought it. Well, founders Markus and Daniel, aka the FREITAG brothers did. Inspired by the multicolored heavy traffic that blared past their shared flat in the middle of Zurich every day, they developed their very first bag from used truck tarps, discarded bicycle inner tubes and car seat belts. Today, almost 30 years and 50 bag models later, FREITAG continues to be widely recognised for their iconic tarp bags, whilst continuing on their mission of innovation, creativity and environmental awareness. As true pioneers in sustainability, FREITAG has pushed itself beyond the realms of truck tarp bags. In 2014 they launched their own textiles. Developed in-house from scratch and produced in Europe, they created their 100% compostable clothing line called ‘F-ABRIC’. Made from bast fibers Hemp and Flax, F-ABRIC textiles are 100% naturally biodegradable, including the threads and selvage. Each piece of clothing thus becomes fertile soil for new raw materials and the cycle continues. Clearly since their very first bag in 1993, a lot has changed, but there is one thing that’s always remained the same: their company philosophy. ‘FREITAG thinks and acts in cycles’ - from the material they use to the way in which they design and manufacture. This is no different for the future steps of FREITAG. Just over a year ago FREITAG set wheels in motion for a new type of tarpaulin material that would meet the strict circularity criteria. Like this, in the future, their tarp bags aren’t merely recycled but are also endlessly recyclable. Their first tarp prototype is aimed to be mounted on a truck before the end of 2022. Stay tuned!
HAMMAM34 Hammam34 is a small authentic brand from Amsterdam, who stand for the love of nature and design. Ten years ago, Hammam34 started on a journey to create a new but simple lifestyle, translating a mediterranean style of living in which we slow down and relax. Today, the brand continues to promote a ‘less is more’ mentality inspired by nature, with seasonless and sizeless home essentials such as loungewear and home & bath textiles that will last for years. Although now based in Amsterdam, they continue to care for the crafts linked to their Mediterranean roots, their Hammam towels are hand-loomed using techniques from the Anatolian region. Even through their brand identity, they link back to origins. The word “hammam” is a noun meaning “bath”, “bathroom”, “bathhouse”, “swimming pool”, derived from the Arabic which yields meanings related to heat or heating. Public bathhouses were a prominent civic and urban institution in Roman and Hellenistic culture and were found throughout the Mediterranean world.
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FELT An Amsterdam based handmade jewelry brand that makes finger-licking ear candy. Felt is founded by ‘a girl’, who grew up in a family where jewelry was part of every celebration, loss, or achievement and ‘a boy’ was raised by many women and by whom he has been taught to love jewelry. Where ‘a girl’ is the creative brain behind the identity, ‘a boy’ focuses on creating a beautiful place where everyone sees themselves represented. Together with a small team, they design the collections and challenge the team to come up with surprising unique items again and again. With their local, handmade products, Felt brings more color and positivity in a world where grayness tends to take over. The jewelry is made in their Amsterdambased studio and is characterized by its playful, colorful and bold character. Felt’s acronym, Feeling Every Little Thing, represents the brands’ attitude of celebrating all emotions with a breeze of lightheartedness and sunshine. After their enormous success in their earring collection, they added necklaces to their collection recently. And that’s definitely good news in our opinion.
YAMBA
HEAL MARY
Yamba gives the term ‘superfood’ a whole new meaning. In Malawi, where socially conscious powerfood company Yamba is partly based, the Moringa tree is known as ‘the miracle tree’. As one of the most nutrient-dense natural foods in the world, it is loaded with antioxidants, fiber, protein, calcium, potassium, magnesium, iron, vitamin A, B, C, D, E and K and contains all 9 essential amino acids, aside from being known as a super antioxidant. It can help reduce tiredness, support your immune system and help reduce stress levels among many other benefits, making it a great supplement to your diet. As a family business, Yamba grows their Moringa together with local, independent Malawian farmers and produces their own products - including Moringa capsules, Moringa oil and Moringa protein shakes - in their factory in Malawi. As one of the poorest and most malnourished countries in the world, Malawi’s economy is dependent on agriculture (tobacco being their main
Founder and ‘Hemp-preneur’, Shinta Lempers, learnt from a young age how destructive mental health
export product). Yamba is dedicated to tapping into
problems could be on a woman’s life. But after immersing herself in the ancient and new methods for physical,
the country’s rich biodiversity in an eco-conscious and
emotional and spiritual well-being, she rediscovered cannabis. Not only did it cure her chronic headaches
sustainable way while finding export markets for local
and stress, but boosted her creativity at the same time. But she came to find that there was a serious lack of
products, as well as creating fair pricing systems and
representation of women in cannabis culture and products for women’s bodies. From here, in 2020, Shinta
making nutritional food more accessible for the people
founded her 100% natural, vegan, THC and cruelty free CBD wellness brand, Heal Mary. Alot is expected
of Malawi. From socially sourcing their products, to
of a woman’s body and it has to endure a lot in a human life. Stress, periods, body shaming, catcalling, sexual
ensuring minimal environmental impact; Yamba has
trauma, pregnancies, menopause and childbirth: it all affects our pelvic area and our vagina. But surprisingly,
made it their mission to promote the miracle tree and its
women have cannabis receptors in places you might not expect, the vagina, fallopian tubes, vulva and uterus.
benefits while giving back to the country they love.
That’s why Heal Mary Hemp products can offer all the relief and pleasure you need. Today the brand has grown into a platform where a new cannabis culture is celebrated. Through self-care, conversations and
The newest product, Yamba Daily Greens, are veggie
stories, Heal Mary aims to normalize cannabis for women and femmes, and reintroduce the plant knowledge
fizzy tablets that will be available from May.
of our ancestors.
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THE WAY TO A SLOW LIFESTYLE sustainable and Fair with flair
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www.playatslaep.com
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MARTHE DE GROOT
“I think it’s a shame that society is so quick to dismiss these women when they have so much to offer.”
Since October 2021, MARIE MARIE has built a strong
M
ARIE MARIE founder Marthe de Groot (29) was one of the OG W.Green interns, back when it was just a handful of people in a renovated closet on the Warmoesstraat and she was still a Fashion and Branding student at the Amsterdam Fashion Institute. ‘I’ve always believed that fashion can be a force for good and can even inspire societal change’, says de Groot. ‘Which is why I felt so at home at W.Green, first as an intern and then as a part-time employee. But after a while, I sensed that I needed to spread my wings.’ De Groot then spent a few years working as a content and social media manager for different brands but increasingly got the feeling there was purpose and meaning missing from her working life. ‘It felt like the world was burning and here I was, worrying about the amount of likes on my recent social media post. So I decided to go back to school to become a school teacher.’ After quitting her job she took a few months off before starting school to rest and recuperate. It was at that moment that an opportunity presented itself.
following and social media presence while being sold at respected stores like Anna + Nina. De Groot herself
still can’t quite wrap her head around MARIE MARIE’s success. ‘In my career up to this point I always felt like
a merchant of everything, master of none. But with MARIE MARIE, it seems like all my previous experiences and detours have led to this. I’m really passionate about
championing these women of which a large percentage, for some reason or another, can’t seem to find their place within the labor force. Some for example have health issues that make it hard for them to find a regular
job. Others are over the age of 65 and technically of
retirement age. I think it’s a shame that society is so quick to dismiss these women when they have so much
to offer. I’m very proud that MARIE MARIE has become
a true community, complete with a crocheters Facebook group and regular crochet nights.’ So for now, de Groots dream to become a teacher has been put on hold. Next
up for MARIE MARIE is a pop-up shop in Amsterdam,
as well as expanding the collection with a diaper bag, laptop sleeve and more. ‘I think MARIE MARIE speaks to people because it comes from an authentic
place. I’m not in it to become rich or to sell millions of bags. MARIE MARIE is an extension of who I am as a person and at my core, I just want to connect people and offer a product that hopefully makes people happy.’ - Words by Eline Cordie -
www.marie-amsterdam.nl @mariemarie.amsterdam
While at an arts and crafts fair, de Groot picked up a crocheted bag made by the local village’s women’s crochet club and took it everywhere with her. She and the bag then collected so many compliments that an idea started taking shape in her mind. Through her grandmother, de Groot connected to women from all walks of life who shared a passion for crochet and started production on the first MARIE MARIE bags (or ‘girls’ as MARIE MARIE calls them). As demand grew De Groot enlisted her mom and niece to help her out, thus making it a family enterprise. The MARIE MARIE collection now consists of three girls called Mayo, Miep and Muus and small crocheted pouches that can hold your essentials - all made by hand using jute, a carbon-neutral and biodegradable fiber, and Oeko-Tex certified cotton yarn. 15
TEX.TRACER The fashion industry’s supply chains have faced a lot of criticism in recent years, and for good reason. But although sustainable practices are now slowly becoming the norm, it’s still difficult for brand owners and retailers to gain real insight into their supply chain, especially at a larger scale. Enter tex.tracer, a new supply chain transparency platform that uses blockchain technology to give brand owners the insights they need, meaning the journey of a garment is mapped by data submitted by supply chain partners and then vetted by peers. These insights can then be used to make necessary changes and can easily be shared to shareholders with the click of a button. tex.tracer is the brainchild of Bart Westerman and Jolanda Kooi, who both gleaned extensive fashion industry experience working in China and Hong Kong, and who both now run separate importing companies in Amsterdam. Shortly after they met ten years ago, they joined forces with a mutual wish to make their industry more sustainable. ‘When we became Fairtrade and Global Organic Textile Standard (GOTS) certified, we were hoping that, with these licenses, we could contribute to the necessary changes in our industry’, says Westerman. ‘But that change took a long time, a little too long for our taste. Although the Fairtrade and GOTS certification process gave us a good insight into the supply chain, they are limited to organic cotton fibers, and it takes time to process the information through the systems in place. We had the idea that with present-day technology, it should be possible to track any kind of material and do it in real-time.” When they started drawing the outline for tex.tracer in 2018, they realized that it was something that should not be restricted to the supply chains of their own importing companies, but should be used industry-wide, and could apply to any other supply chain. ‘There are many sustainability efforts from brands around the world, but the reality is that most consumers, especially in fast fashion, are not willing to pay the premium’, continues Westerman. ‘Therefore, real change needs to come from within the industry, supported by legislation.’
Inner Compass creator Neel van Lierop believes that change in the world can only start from within. Neel awakened to a care-free life filled with inner peace and gratitude, and she began to share this energy with her surroundings. Her newfound knowledge of self would become the foundation for the 49 life-themes within the Inner Compass deck. She conceptualized Inner Compass cards from a need to create a stylish and efficacious deck for the global community to use daily.
INNER COMPASS CARDS
The decks can help start dialogues with either yourself or others – aiming to unlock self-awareness and discover your unique potential. Shuffle the deck with focus and intention, pick one or more cards instinctively, and your intuition will guide you toward a new pattern of belief and positivity. Eclectic in nature, Inner Compass was activated from a combination of ancient wisdoms linking maya mythology, Taoism, Buddhism and the I Ching. All three Inner Compass decks consist of 49 carefully and intuitively curated cards with an accompanying guide book to navigate your journey of self-discovery. The Inner compass cards are the first in the series of three, an easy-to-use tool for self-reflection and personal growth. Their Love Cards are designed to guide you through all of your relationships. They are designed to cultivate and maintain healthy interactions throughout all your connections. Their Kids Cards deck is a playful tool for kids to help them step into their own power. Neel and Inner Compass took the international spiritual market by storm and ended up on the (virtual) shelves of dream retailers such as Goop and Refinery29.
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RED ORKA
SOLIDLY Marga Jansen and Emelie Schuttevaer met each other more than 20 years back. Marga back then was, and still is a cosmetic chemist, Emelie worked as a product developer at the time. They both developed hundreds of cosmetic products such as shampoos, conditioners, body lotions and face creams. Emelie and Marga met again a few years ago with a recurring question on both ends: that plastic jungle in everyone’s bathroom, there should be an alternative, right? Marga just came back from trade shows in Paris and Bologna and shared with Emilie that there is a whole SOLID WORLD out there, but that it wasn’t available yet to consumers. This is where their Solidly journey began. Marga and Emelie ordered and tested everything they could find in the solid category. But many products didn’t reach their personal quality standards. Many of the solid care products they found contained sulfates, dried out their skin and contained dyes. Together they started a company with the aim of developing a new generation of solid cosmetics. With their company Solid Only they develop white label solid cosmetics for other brands. And based on the knowledge and expertise they gained with that company, they started the Solidly brand, solid bar cosmetics. Being able to make a difference with their knowledge and skills; that was the starting point of the Solidly journey for Marga and Emelie. Making soaps is not that difficult, but how do you realize the aim to make the switch from liquid care products to sustainable solid bars as easy as possible for the user? No compromises on quality or performance ever.
Red Orka is a sustainable baby wear brand that cares deeply about doing better for our planet and future generations. As a circular business, they offer baby rompers exclusively through a sustainable subscription model. A revolutionary way of looking at baby apparel. Founder Erik Ammann believes that economic prosperity has affected our planet. That’s what made him decide to follow in his grandfather’s Heinz Ammann footsteps. In 1957 Heinz started his company Sanetta in Albstadt, Germany. He wanted to keep babies safe and warm so he started producing
becoming parents he noticed them complaining
WILLICROFT
about organic clothing for their newborns and how
Did someone say B-Corp? Willicroft sure did. What started as a pet project has now ‘matured’ into the
the lack of good quality was a true issue. His friends
first ever plant-based cheese company to be certified B-corp in Europe. After growing up on a dairy
kept buying new rompers over and over. The result:
farm as a kid, founder Brad Vanstone started to re-imagine the dairy industry. As he would say ‘even the
textile waste and serious waste of money. That’s what
happiest of cows still have a negative impact on the environment, putting our planet at risk for future
made Erik decide to succeed his grandfather Heinz
generations.’ Then, in 2017 Brad decided to switch to a predominantly plant-based diet, replacing meat
and his father, by committing to a more sustainable,
and milk was easy, but he never came close to finding a satisfying alternative for cheese. From this
accessible, and healthier product for his friends and
the Willicroft brand and its iconic plant-based cheeses were created. Since the brand was formed in
their friends.
2018, Willicroft have been working hard behind the scenes to re-imagine plant-based cheese, with the
baby rompers. When more and more of Erik’s friends started
His mission is to create the perfect baby romper for a lifetime and beyond. For every romper being worn by another baby, we reduce the footprint on our planet. The longer we can use and reuse a romper, the closer it brings us to a better future.
least impact on the planet. This year they have reformulated their recipes from being predominantly cashew-based to bean-based. Why, I hear you asking? Well, put simply, it has the same great taste, with fewer emissions. Because for Brad, Willicroft is not just about minimizing the carbon footprint of cheese, but also looking at the impact of the people and systems that sit around it, like the farmers. Since its origin in 1957, farmers have always been at the heart of the Willicroft brand and their future goal is to help their suppliers move to a more sustainable way of farming. Their new store, based in the heart of Amsterdam, now offers five different types of plant-based, planet proof cheese that, wait for it… actually tastes exactly like real cheese. If it’s good enough for the Dutch, it’s good enough for anyone.
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ONES TO WATCH
RAE BLOOMS
All things Flora & Fauna by Ariella Hill. Rae Blooms creates statement floral arrangements & installations inspired by texture, shape and art.
CHEZ NINA Brand new restaurant, by Nina Olsson coming to Amsterdam in 2022.
LELANI LEWIS Chef, food stylist & creator of Code Noir; an interactive learning experience delving into the history of Caribbean cuisine.
LEAH THOMAS Eco-lifestyle blogger, environmentalist and recent author of The Intersectional Environmentalist.
REIN KOOYMAN Photographer based at indebt studios in Amsterdam. Rein’s work is inspired by different cultures, fashion and nature.
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TESS VAN ZALINGE Conscious fashion designer at the intersection of couture and ready-to-wear luxury design. Her newest collection ‘natuurlijk’ launched in May 2022.
“
”
ANNA VON HELLBERG
“Sustainability has unfortunately become a bit of a buzzword, which is why we are very transparent about the areas where we still need to improve.”
‘Consumers nowadays want to feel like the products they buy are sustainably made under fair conditions, as
T
they should. Sustainability has unfortunately become a bit of a buzzword, which is why we are very transparent
about the areas where we still need to improve. However, we recycle our packaging and choose only he name Motel a Miio brings to mind images of
to work with factories that are family-run, with a large
a sunny, peaceful, beachside hideaway. But it’s actually
percentage of female employees and who follow strict
the name of a Munich-based handmade ceramics brand
rules in terms of wages and labor practices. And we care
that started out as a passion project for two best friends.
a lot about our employees and want them to feel valued.
At Motel a Miio, you can find beautiful tableware as well
Fostering long-lasting relationships with our employees
as home accessories like planters, vases and lamps. As
is not often talked about as a ‘green’ or ‘conscious’ value
of today, there are 21 Motel a Miio stores in BeNeLux -
but, in our opinion, essential to building a sustainable
including one in Amsterdam and one in Utrecht. Their
brand.’ Following the success of Motel a Miio both von
Rotterdam store is set to open in June of 2022.
Hellbergs and Castiens partners joined the company as well, making it a true family business.
While on holiday in Portugal in 2016, Motel a Miio founders Anna von Hellberg and Laura Castien
As for future plans and aspirations, opening stores in
stumbled on a beautiful local pottery store and decided
cities like Paris and New York City is high on their list.
to ship a few pallets of the wares home to sell during a
But then again, they don’t like to plan too far ahead.
pop-up event. The ceramics sold out within 24 hours and
‘We’ve always followed our intuition and gut feeling. It’s
pretty soon, they opened Motel a Miio’s first permanent
brought us this far, so we must be doing something right.’
location in their hometown of Munich. Both founders come from a design background (von Hellberg as an art
- Words by Eline Cordie -
director and Castien as a graphic designer) and spent many years abroad. ‘With Motel a Miio, we try to give our customers that same, carefree feeling we had when
www.motelamiio.com @motelamiio
we first came across that little pottery store in Portugal’, says Hellberg. ‘A urlaubsgefühl, or vacation feeling, if you will. Our mission is to offer quality ceramics at an accessible price point that hopefully sparks joy in our customers every day.’ All Motel a Miio products are hand-finished in Portugal and named after cities, beaches and places in the country the founders have come to view as a second home. ‘Although our products would not be considered traditional Portuguese ceramics, our manufacturers are very proud that we are so inspired by Portugal and, in a way, bringing their country’s ceramics tradition to the rest of Europe.’ Being trustworthy and loyal is very important to the company, explains von Hellberg.
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FEMMEGETIC A woman’s well-being is determined by her hormonal (im)balance. This is because hormones determine all our functioning, such as behavior, emotions, thinking ability and physical health. In the span of a woman’s life there are three major hormonal shifts, puberty, menopause and pregnancy. Desirée Domacassé, mother and founder of Femmegetic, started to take a closer look at life after pregnancy. How is it possible that after you become a mother so little attention is paid to your health? Especially when you compare it with the attention you receive during your pregnancy. From this she began her orthomolecular practice ‘Daisy’s Yellow Pepper’ 5 years ago. It is the first practice in the Netherlands that focuses entirely on health after childbirth. It was here that the foundations of the Femmegetic brand were formed. Femmegetic creates expertly formulated supplements, which aim to normalize the time and attention being paid to maternal health. Many mothers experience postnatal depletion shortly after giving birth; pregnancy-induced deficiencies in essential nutrients. This can lead to all kinds of complaints such as fatigue, mood swings, insomnia and poor memory. Femmegetic provides support so that mothers have more energy and feel good. The unique formulation of Femmegetic’s Postpartum Care supplements includes ashwagandha, an Ayurvedic herb with many well-being-enhancing and calming properties. Postpartum Care also contains iron to combat fatigue, zinc supports brain function, vitamin A the mucous membranes and vitamin D is important for a healthy resistance.
BEDZZZY Every year around 1,5 million mattresses are dumped in the Netherlands only, comparable to a garbage pile about the height of a thousand Eiffel Towers. And because the raw materials that make up most mattresses can’t be recycled this amounts to an enormous amount of pollution. Bedzzzy offers the world’s first 100% circular sustainable mattress, made of natural, nonchemical materials that can be reused over and over again without diminishing their quality or value. More and more people are waking up to the idea of renting products instead of accumulating lots of stuff that can then become a burden. In keeping with their forwardthinking values, at bedzzzy, you have the option of either leasing their mattress through a subscription or buying it, making it that much more affordable to sleep on a high-quality mattress. After a subscription ends, bedzzzy takes the old mattress and turns it into a new one, thereby closing the loop. Since founding bedzzzy in 2019 they’ve added a 100% circular bed, child mattress and a pillow to their range of products, all made in the Netherlands at the renowned Royal Auping factory. Bedzzzy is committed to shaking up the sleep industry and making circular sleeping the new standard. Because a good night’s sleep should be available to everyone, without doing damage to the planet.
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MOTEL A MIIO
GOOD JAMU Ask an Indonesian about ‘jamu’ and they’ll probably tell you stories about having to drink it when they weren’t feeling well. For over 1300 years, jamu - a spicy drink with ginger and tumeric as the main ingredients - has been the archipelago’s go-to elixir for all kinds of ailments: a sore throat, skin problems, sexual health, indigestion and diabetes for example. Jamu (meaning ‘herbs’ in Bahasa) is considered a drink for people of all ages from all walks of life, consumed by royalty and civilians alike. Being half-Dutch and half-Moluccan, Good Jamu founder Anna grew up in a household where jamu was used on a daily basis to prevent and treat illnesses. But the hustle and bustle of adult life led her to lose sight of the importance of jamu. Whilst living in Bali for seven years, Anna saw how well-acquainted Indonesians are with the earth and all its gifts and benefits. It was then she started drinking jamu again and making it for all her friends, her mum’s friends and even friends of friends - who promptly kept asking for more. This inspired her vision for Good Jamu. Created using the freshest, plant-based, raw ingredients, Good Jamu offers two flavors of jamu that are designed to strengthen your mental and physical wellbeing. Unfortunately, in Indonesia jamu is becoming a dying craft thanks to its labor-intensive preparation process. Plus, selling jamu isn’t as profitable as it once was due to the mass production of cheap crops for global consumption. In conclusion, Good Jamu is not just a healthy miracle elixir, but a way of keeping an ancient tradition alive in the modern world.
The story of Motel a Miio begins in Portugal, where the seed of the company was planted: German entrepreneurs Laura Castien and Anna von Hellberg were happily surprised to see the dinner table full of ceramic plates during a holiday. Which, of course they had to take home. Back in Munich, they planned a pop-up sale on HansSachs-Strasse with the beautiful things they had brought back from Portugal. To their complete surprise, they sold out of everything within a day, this was their sign to go-
MARIE MARIE
ahead and start designing their own collections, which created the Motel a Miio brand. Today, Motel a Miio continues to make unique ceramics accessible to everyone who loves the finer things in life. An important point they maintain is that the family business remains true to certain principles. Each of Motel a Miio’s designs are hand-picked, hand painted and glazed in a fair and environmental way in Portugal, where it all started. The result? Beautiful pieces to fall in love with! Since they started in 2016, they have opened a total of 21 Motel-a-Miio stores, the most recent in Utrecht, with potential plans in France, the Benelux and England.
The MARIE MARIE story starts with a cheerful crochet bag, made by a local village’s women’s crochet club and found by MARIE MARIE co-founder Marthe de Groot at an arts and crafts market. The bag
Even with their multiple stores dotted around different
then went with her to the city, to the gym, to work, the beach and on vacation, collecting compliments
countries, they have never strayed far from their
everywhere she went. So many compliments in fact, that de Groot decided to start selling the bags
Portuguese roots. In many of their collections you can see
herself. MARIE MARIE’s mission is to connect women through the craft of crochet, by offering three
that the inspiration comes from the Portuguese sea. The
bags (or ‘girls’, as MARIE MARIE calls them) through their webstore that are guaranteed to put a
colors vary from the darkest blue to the brightest mint,
spring in your step every time you wear them: Mayo, Miep and Muus - all made by hand using jute, a
just like the ocean. Even their logo, where the M connects
carbon-neutral and biodegradable fiber, and Oeko-Tex certified cotton yarn. MARIE MARIE is also
to the I, symbolizes waves from the water of the Algarve
an online and real life community, organizing events like crochet café’s where women from all walks
and when asked for the meaning behind the name “A
of life can get together while sharing what they love most: crochet. By connecting these women,
souvenir from vacation, from me to you”.
MARIE MARIE gives them the platform to share their passion with the world, and make people happy with beautiful bags in the process. And that in the end, as far as MARIE MARIE is concerned, is what it’s all about: making people happy with a beautiful product, and making their makers feel like they matter. Fun fact: Before pursuing a career at Harper’s Bazaar, Crisp Sheets and FEST, Marthe started with an internship at W.Green in 2014, where she fell in love with sustainability.
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DON’T SHOP TILL YOU DROP TEYM
LF MARKEY
If you a feel an irrespressible urge to shop, try to support local, fair and sustainable brands. Another great and more affordable option is second hand. But even in the second hand market, we see more and more big players hopping on the the bandwagon. So be aware of where you’re investing your money... Second hand offerings at Fast Fashion companies smells like green washing to us. Here’s some fair and sustainable suggestions from our side.
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MAED FOR MINI
PARO STORE
OBEY AMSTERDAM RITA ROW
DEDICATED
UNRECORDED
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Chemical Free Period Care
www.yoni.care