Reloved
Earlier this year, In-Yeo Couperus, the charismatic founder of kids fashion brand Repose AMS, launched RELOVED, a new platform for reselling used high-quality clothing items, thus giving them a second life. Today, she tells us all about this new chapter in her creative life.
KINDA: Can you tell us a bit about your background and how you started Repose AMS?
............ In-Yeo: »Growing up in a small town in Friesland, l started designing clothes at a very young age. It’s what I love doing most and for as long as I can remember I have never wanted to do anything else.
Ordering fashion magazines and receiving them by post was a beautiful experience in itself: the smell of paper and the sheer number of displayed clothes was fascinating for me, and I wanted to be part of this creative universe. So studying at the Fashion Academy in Amsterdam came naturally. After 10 years of working as a designer for various companies, the time felt right to start my own label Repose AMS in 2014, and last year I opened my first brand store in Amsterdam.
Everything started with designing superior baby blankets. Today, we create children’s wear from 2 - 14 years, and clothes for babies aged 1 – 24 months. Innovating keeps me on top of things, so stay tuned for other exciting projects coming soon.«
KINDA: What’s the idea behind your project RELOVED?
............ In-Yeo: »RELOVED is a new platform for reselling used high-quality clothing items, thus giving them a second life. I’m very happy to have Merel Rietbergen as my partner on this project since she has incredibly good taste, always mixing second-hand and new clothing for herself and her two girls. So she really fits the target group’ for reloved, and understands it perfectly.
My vision has always been to create high-quality items that can be used by different generations. I am fully aware that children cannot wear their clothes for 10 years, but they can be handed down to younger siblings or the items can be R E L O V E D. A win-win situation for the buyer and seller - plus it’s THE most sustainable fashion concept I know.
Sustainability in the fashion world is a very complicated matter, as I have discovered since starting my label. The whole industry is intransparent to a large degree, and fast fashion doesn’t make things better, so I feel the need to act and create something new. This can be very challenging at times for a small business owner in the fashion world.
When buying clothes for myself, I invest in beautiful sustainable items that have been designed with love, created with love, produced under good working conditions, and made with the best fabrics and materials. These pieces stay in my wardrobe for years and I see each piece as a collector’s item and an investment. I still love each item after 10 years, and I wear it with love. This is exactly what I want to achieve with Repose AMS. I’m glad to see that used clothes are becoming more and more popular, and Repose AMS has added RELOVED to encourage a growing number of people to think (and hopefully act) more sustainably. Together we can start creating a better world for all.«
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RELOVED is a new platform for reselling used high-quality clothing items, thus giving them a second life.
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In-Yeo Couperus
KINDA: What is your personal take on sustainable fashion?
............ In-Yeo: »It is a complicated subject for me, so much so that I have been quiet about it till now. I have discussed the subject with many people on how to communicate about it best and I feel that creating RELOVED has been a good starting point for us on our path to being more sustainable. Raising awareness and informing customers about quality is very important to me, always encouraging them to follow my motto: buy less and choose smart.«
KINDA: Do you have any ideas for us on how to live in a more sustainable and life-enhancing way?
............ In-Yeo: »It’s important to create awareness but this comes with a price tag. I am fully aware that the clothes that I design and sell are in the higher price range, and not everyone has the funds to buy them. However, by reconsidering our buying habits we can all help to act more responsible and sustainable.
Nobody is perfect. When I was a kid I never thought about the environment, the impact of airplanes, or any type of transport. Nowadays I think twice before travelling.«
KINDA: Which designers and thinkers would you name as your key influences and what have they taught you?
............ In-Yeo: »There’s a beautiful platform about critical thinking in fashion that I find really inspiring: it’s called Vestoj and I highly recommend having a look.«
KINDA: What do you wish we talked more about today when it comes to fashion and consumption?
............ In-Yeo: »I think it’s all about the dialogue, and creating awareness, and this goes beyond fashion. It affects our general way of living and the choices we are making.«
KINDA: Who drives change – designers or consumers?
............ In-Yeo: »Both! We go hand in hand: we need to talk, listen, discuss, and learn from each other.
In-Yeo and her business partner Merel
KINDA: And last but not least: We know you’re a big fan of Amsterdam, the city you’ve been living in for many years now. Do you have any advice for families visiting? A few places to explore or some activities not to miss?
............ In-Yeo: »My Amsterdam, oh how I love this city!
I would advise visiting the Big en Belg store carrying amazing sustainable childrenswear. Visiting the Zoo Artis or the animal farm Kinderboederij de Pijp where you can pet guinea pigs, is also fun. And then there is Woeste Westen, a really nice outdoor nature playground in the western part of Amsterdam.
When raining, visit the Science Museum Nemo which can be enjoyed by everyone, no matter what age. Or go to the Stedelijk Museum where they have a whole part especially for kids. It’s interactive and they change it every now and then. On Wednesday afternoons, the Van Gogh Museum offers drawing classes.
Another favourite of mine is the farm Fruittuin van West where you can go and gather fruit or flowers. They also have a lovely shop and a café.«
written by
ALEXANDRA KLEVER
photography by
ANIA ONOPIUK