Studio Jux

Studio Jux is a sustainable fashion brand based in Amsterdam, Netherlands. Founded in 2008 by Jitske Lundgren and Carlien Helmink, Studio Jux aims to create fashion that is not only stylish but also environmentally conscious and socially responsible. Let's dive into the details of this inspiring brand:

1. Founding Story:

   • Jitske Lundgren, a fashion designer who studied Marketing and Fashion at the Institut français de la Mode in Paris, had her perspective on the fashion industry transformed during a trip to India. She encountered an Indian man responsible for dyeing fabrics, whose skin was stained the exact same purple color as the dye he worked with. This experience made her realize that fashion should be enjoyable not only for consumers but also for the people making the garments.
   • Carlien Helmink, who traveled through Asia, witnessed the poverty and pollution caused by the fashion industry. She wanted to combine her sense of justice with her passion for fashion. Together, Jitske and Carlien founded Studio Jux, determined to create fashion their way—with a positive impact on people and the planet.

2. Philosophy and Approach:

   • Studio Jux believes that fashion should be fun and enjoyable for everyone involved: designers, factory workers, and customers.
   • The brand's name, ""Jux,"" is derived from the German word for ""fun."" Their mission is to make fashion enjoyable not only for consumers and designers but also for the tailors who create the garments.
   • They focus on maximizing social and economic impact while minimizing their environmental footprint.

3. Sustainable Practices:

   • Studio Jux uses only environmentally friendly materials, such as organic cotton and hemp, in their collections.
   • They also incorporate recycled fibers from plastic bottles into their recyclable yarns.
   • The brand's own factory is located in Nepal, one of the poorest countries in the world. By providing employment in Kathmandu, Studio Jux contributes to the local economy.
   • Their fair trade code ensures transparency and ethical treatment of workers.

4. Design Aesthetics:

   • Studio Jux's style can be described as minimalistic Dutch design with a twist. Their pieces are comfortable, clean, and intriguing.
   • The designs have an eye for patterns and statement details, reflecting a commitment to both aesthetics and sustainability.

5. Awards and Recognition:

   • Studio Jux has received several awards, including:
     • 2009: Winner of the Ethical Fashion Award in Paris.
     • 2012: Winner of the Green Fashion Competition in Amsterdam.
     • 2012: Runner-up at the Source Awards in London.
     • 2013: Winner of the ASN World Prize in The Hague.
     • 2013: Runner-up for the DAM Prize in Amsterdam.
     • 2014: Winner of the Village Capital award in Amsterdam.

In summary, Studio Jux is a brand that combines style, ethics, and environmental consciousness. Their commitment to creating fashion that is enjoyable, sustainable, and socially responsible sets them apart in the industry.