We run a fashion agency, representing Europe's most forward thinking brands, ran our own fashionstore for nearly a decade, we organise events, consult on projects and provide fashion lovers worldwide with inspiration to make sustainable fashion choices.
We bring True Fashion from niche to norm.
Like with most things in life this mission is better (achieved) together. We like to see ourselves as a collective, uniting all forces in the industry to put the ethics into aesthetics. We believe in the 360 degree approach, in doing things thoroughly. This enables us to connect consumers, brands, stores, press and other players in the fashion-field in every combination you can think of. Collectively making this change possible, moving from niche to norm.
KNOW HOW / EXPERT
We have been working in the field for over 10 years creating positive change with multiple brands and partners.
Definitions like fair, honest, eco and sustainable fashion are often used interchangeably, creating confusion as none of these definitions fully cover what it stands for. We felt that to make profound positive change in the fashion industry happen we needed a more holistic definition. That's why we introduced the term True Fashion which stands for fashion produced both in a fair and sustainable manner and more than that. It's about restoring the original values of fashion, which are about respect for craftsamanship, celebrating creativity and love for the profession. When you truly care about something you automatically take care about all that surrounds it. We believe that bringing back the True story and love for fashion is the start for brining back meaning and joy to our industry.
Charlie + Mary was founded in 2009 by Charlotte van Waes en Marieke Vinck. As young new graduates from the Amsterdam Fashion Institute they started their career in fashion, full of ideas. To very shortly after find out that this wasn't what they signed up for. The lack of inspiration and stories behind the products, no respect for craftsmanship and non innovative practices they encountered made them decide to start their own business. Because they knew things could and needed to be done differently and were determined to do so.
In a time where people pretended to not know what was going on behind the glamorous curtains of fashion Charlotte and Marieke together set out on a mission to prove there was no such thing as giving in on style when choosing True Fashion.
10 years later this mission remains unchanged, bringing True Fashion from niche to norm. With a dedicated team and by collaborating with renown retailers and influencers they don't only raise awareness but more importantly inspire to take that awareness into action and create lasting change.