Van der Kooij is the Melbourne-made avant-garde label to know
“Fashion is art. Don’t forget that.”
Natasha Veenhuizan wanted to lead by example when she began her independent slow fashion label Van der Kooij in 2018. Having an acute awareness of the environmental pitfalls of fast fashion, Natasha placed small-scale local production at the heart of the label’s ethos.
Each garment is hand-finished at its Carlton flagship store and portions of the company’s profits are invested into Australian companies focused on reforestation and restoring biodiversity.
Tell us about you. What’s your fashion background?
Being drawn to fashion as a form of self-expression from an early age, I decided to study fashion for my VCE and then attended RMIT. It was after working for the brand Nicholas and then designing luxury footwear that I began to conceptualise Van Der Kooij and envision the brand’s direction, style and ethos.
How did the label get started? Talk us through the process and the challenges.
I created Van Der Kooij to combine my two passions that are the foundations of the brand: sustainability and design. The biggest challenge at the beginning was my desire to create environmentally considerate pieces and weave sustainable practices into my design process. As a start-up, this is a costly venture, which is why our industry is flooded with fast-fashion and profit-focused brands that don’t consider the environmental impacts of pre and post-production. Van Der Kooij rejects the fast production approach and philosophy…
Weaving sustainable practices into my process very quickly made me assess and question everything from fabric production, country of origin, dye processes, packaging materials, everything down to the string on our swing tickets and the type of glue that we use. Being conscious has its challenges, but it is a significant investment I am committed to and something you can always expect from Van Der Kooij.
Posted October 6, 2022 06:25 PM
Van der Kooij is the Melbourne-made avant-garde label to know
“Fashion is art. Don’t forget that.”
Natasha Veenhuizan wanted to lead by example when she began her independent slow fashion label Van der Kooij in 2018. Having an acute awareness of the environmental pitfalls of fast fashion, Natasha placed small-scale local production at the heart of the label’s ethos.
Each garment is hand-finished at its Carlton flagship store and portions of the company’s profits are invested into Australian companies focused on reforestation and restoring biodiversity.
For more fashion news, shoots, articles and features, head to our Fashion section.
Timelessness is a theme that runs throughout the label’s capsule collections; tiered, statement puff sleeve mini dresses and corset-style bodices are a focal point, with each garment’s unique structure enhanced by the label’s vibrant monochromatic colour offering. Below, Natasha shares how Van der Kooij found authenticity in a fast-moving industry.
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Tell us about you. What’s your fashion background?
Being drawn to fashion as a form of self-expression from an early age, I decided to study fashion for my VCE and then attended RMIT. It was after working for the brand Nicholas and then designing luxury footwear that I began to conceptualise Van Der Kooij and envision the brand’s direction, style and ethos.
How did the label get started? Talk us through the process and the challenges.
I created Van Der Kooij to combine my two passions that are the foundations of the brand: sustainability and design. The biggest challenge at the beginning was my desire to create environmentally considerate pieces and weave sustainable practices into my design process. As a start-up, this is a costly venture, which is why our industry is flooded with fast-fashion and profit-focused brands that don’t consider the environmental impacts of pre and post-production. Van Der Kooij rejects the fast production approach and philosophy…
Weaving sustainable practices into my process very quickly made me assess and question everything from fabric production, country of origin, dye processes, packaging materials, everything down to the string on our swing tickets and the type of glue that we use. Being conscious has its challenges, but it is a significant investment I am committed to and something you can always expect from Van Der Kooij.