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Fashion That Lasts! An Anniversary Tribute to Sustainability
In the 40 years that YOEK has been in existence, we have undergone developments in various areas; for instance, we took the step early on to start our own online brand store. In addition, two years ago we seriously began working on the theme of 'sustainability,' a topic we are eager to focus on from our own intrinsic motivation, but also driven by various legislations that fashion labels now have to contend with. In the textile chain, in which we operate, there is an increasing push for transparency and clarity. At YOEK, we are working towards awareness in every department, from internal to external, including our own paper consumption for example, but also the clothing we sell and the production process that precedes it.
Almost a year and a half ago, we chose to create a new position within the cozy YOEK team for this reason, namely that of Sustainability Officer. A role within our company that has since been taken on by Sophie! Not only the winner of "the most beautiful Christmas outfit" last year, but also a huge expert in clearly communicating about sustainability and what awaits us in terms of laws and regulations. Every month, we ask her to explain something about the topic to the whole team in simple terms. Before such a session, we asked her to share everything she knows about this subject!
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Meet the Mind Behind YOEK’s Eco Vision: A Talk with Our Sustainability Officer
Anne-mei: “Hello Sophie, how nice that we can talk to you for a moment!
The topic of 'sustainability' remains somewhat elusive for people, so take us into your field! Why is sustainability so important for YOEK?”
“At YOEK, we realize that the fashion industry has a negative impact on the
environment. We want to keep that impact as small as possible. Moreover, we believe that everyone involved in the clothing production of YOEK should be treated and paid fairly. It's a challenging journey, but we have a strong intrinsic motivation to improve step by step.”
Anne-mei: “I can imagine that every little step, no matter how small, feels like a victory. Which sustainable initiative of YOEK do you find the most beautiful so far?”
“We are working on so many things that it’s hard to name one specific initiative. What I find really beautiful is that everyone in the company is thinking along and is open to sustainable changes. Our suppliers have also taken huge steps. Where they initially found many things difficult or did not understand, they are now collaborating with us and coming up with their own ideas. It ultimately brings everyone together.”
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Anne-mei: "It's such a broad topic that you probably are not only dealing with it at work. How do you try to live more sustainably yourself?"
"I try to live very consciously and make conscious choices. For example, I eat vegetarian, buy almost all my clothes secondhand, and choose public transportation over the car wherever I can. It's important to me that I am aware of the impact I make and try to keep it as low as possible."
Anne-mei: “What inspires you to choose sustainability?”
“The definition of sustainability is ‘meeting the needs of the present without compromising the ability of future generations to meet their own needs’. That is what it’s about. Ensuring that future generations can have as beautiful a life as we do. Also because I believe that the quality of life should be equal for everyone. For all the people in production chains (for example, clothing), for people living in parts of the world that are suffering from climate change, but also for all animals. Everyone has an equal right to exist.”
Anne-mei: “Fashion is continuously evolving, and so is the sustainability topic within this industry. What sustainable trend do you expect in the fashion industry?”
“I expect that there will be a greater emphasis on quality instead of quantity. I believe there is a need for beautiful items that last a long time, rather than the disposable products that have dominated in recent years. Additionally, I anticipate an increase in demand for certified sustainable materials and that it will become more important to trace where and by whom a garment was made.”
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Anne-mei: “That all sounds simple, but we regularly experience how difficult this can be! What do you think is the biggest challenge for sustainable fashion?”
“There are a number of major challenges that are all interconnected. Take transparency in the supply chains, for instance, knowing where everything comes from and who has worked on it. This makes it difficult to trace the origins of materials and how much CO2 has been emitted during the production process. Furthermore, it is also a challenge to audit a complete supply chain regarding working conditions and the procurement of certified materials. Fortunately, this is becoming increasingly important for the entire industry, and there are more tools available to help with this.”
Anne-mei: "What is your favorite sustainable material?"
"Then I would choose Ecovero or Tencel. I really love viscose, and Ecovero and Tencel are sustainable alternatives. Both are very versatile materials in terms of look and feel. Made from natural raw materials."
Anne-mei: "Back to YOEK! What is your favorite sustainable clothing item from YOEK this season?"
"We have taken beautiful first steps in sustainable materials by creating our
signature fabric DOLCE from recycled polyester. My favorites from the current collection are the LILY blazer and bermuda shorts. Many more beautiful items in this renewed fabric are coming soon!"
"I would recommend the long dress with ruffles in TESSA print. Made from a mix of Ecovero and linen, a wonderfully natural and summery fabric. And if I had to choose one favorite timeless sustainable item from YOEK it would be the spaghetti rib dress from the LOUNGE collection. A dress that can be worn both casually and elegantly, and will never go out of style. Made from soft cotton that lasts a long time"
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Anne-mei: "This year we are celebrating! What was your first reaction when you heard that YOEK is turning 40 again?
"That it is really impressive! It is quite difficult these days for a fashion brand
to survive. So that says something about how much love and attention has gone into the company over the past 40 years. YOEK has had a very clear mission from the beginning and it still stands. We really do it for the customers, and it's beautiful that they can also have their voices heard and contribute to the thinking. That makes it truly a collaboration. Us here as a team, with the customer."
Anne-mei: "You have been part of the YOEK team for almost a year and a half now. What do you like most about your job?"
"It's hard to choose just one thing. For me, it really is a combination of factors. My role challenges me every day to ask critical questions, to investigate, and to think in solutions. It's also a really friendly company with very nice colleagues. I always look forward to seeing and speaking with everyone!"
Anne-mei: "At YOEK, we love to celebrate the beautiful times that are behind us, but especially the 'now' and what lies ahead! What is your favorite memory and where do you see YOEK in 10 years?"
I think working together at the sample sale. After eating and preparing together, receiving customers here at our location. Then everything comes together! In 10 years, I see YOEK still as colorful and inclusive. Additionally, I see a transparent production chain, certified materials, and traceable products.
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