#24 Mumster News Roundup: 2024 Highlights!

Welcome to our bi-weekly newsletter where we update you on the most important developments in the sustainable fashion industry and the hottest updates on what we've been working on. Let's dive in!

The year 2024 was a turning point for the Mumster Movement—a year of bold transformation. We collaborated with visionary pioneers, unveiled a fresh new look, and embraced a bold direction to amplify our impact and move the needle.

Let’s take a look back at the highlights of 2024 and gear up for an exciting 2025!

Joline Jolink - Fashion Farm

At the start of the year, we produced the crowdfunding video for Joline Jolink , a key element in the campaign that successfully raised €146,419. We were honored to support this initiative, which enabled the creation of the Fashion Farm in Welsum. This groundbreaking project is set to revolutionize the fashion industry, pioneering the path toward regenerative fashion.

Fibershed - Video series

We were honored to collaborate with Stichting Fibershed Nederland to produce a video series as part of their educational program for schools. Inspired by the principles outlined in the Fibershed book Goede Gespreksstof, the program introduces students to the fundamentals of the R-ladder and highlights entrepreneurs across the supply chain who are actively working towards a more regenerative fashion system.

Marie Claire Sustainable Award

Mumster was honored to be nominated for the Marie Claire Sustainable Awards. This recognition celebrates our efforts to drive change in the fashion industry by shining a spotlight on fashion pioneers leading the way toward a sustainable future.

State of Fashion - Campaign Ties that Bind

To be able to develop and produce the State of Fashion Biennale 'Ties that Bind' campaign was an absolute highlight of 2024. The campaign was a great success, resonating across continents from The Netherlands to India, Kenya and Brazil. Our client, State of Fashion, garnered significant attention, earning features in some of the most prestigious publications in the industry.

From Wallpaper* to Trouw, de Volkskrant, DAZED, NRC, and Vogue—we're overjoyed to see our work celebrated on such an impressive scale.

Fair Wear - Academy Launch

We’re incredibly proud of our client, Fair Wear Foundation , for the successful launch of their HRDD Academy. Through a strategic combination of social media, PR efforts, and video production, we helped attract hundreds of fashion professionals to the launch, which also received coverage in multiple publications.

Dutch Sustainable Fashionweek Rotterdam

This year, we were tasked with elevating Dutch Sustainable Fashion Week Rotterdam’s profile through a targeted social media and PR strategy. Our efforts secured coverage in multiple publications, leading to sold-out events and attracting new audiences beyond the usual circles.

Cinetree x Full Circle

We were thrilled to be part of the SH/FT HAPPENS festival, hosted by Havas Lemz ?? & Cinetree . The festival featured inspiring documentaries about transformation, including Mumster's own Full Circle. Following the screening, our founder, Chanel, joined Christian De Jong from Bever for an engaging discussion on driving meaningful shifts in consumer behavior.

Black Friday Event

To engage mainstream consumers in adopting more conscious consumption habits, we hosted a sold-out Black Friday event in partnership with Pakhuis de Zwijger . This event marked the start of our behavioral public campaign development, based on the National Wardrobe Audit led by Mirella Soyer, PhD . It was a great success, garnering attention from national radio, local magazines, popular blogs and influencers.

Opening LENA The Fashion Library

We’re incredibly proud of LENA the fashion library for opening their second store in Amsterdam’s vibrant De Pijp neighborhood! It was an honor to help them create buzz by engaging influencers and press, securing multiple publications to celebrate this milestone. And our journey together continues into 2025—we’re excited to keep driving the movement to make clothing borrowing the new norm!

Buckle up for 2025!

Moving the needle

This year was a transformative one for Mumster, as we embarked on an exciting new direction with a fresh look and the launch of our new website. But the transformation went deeper than appearances—we also undertook an internal journey to define a bold new strategy. With a commitment to scaling our impact, we’re gearing up for bigger campaigns, unexpected collaborations, partnerships and innovative projects designed to break out of the bubble and reach the mainstream. We’re determined to move the needle.

A Glimpse into 2025

The Naked Truth - Documentary Campaign

The behavioral public campaign, based on the National Wardrobe Audit led by Mirella Soyer, PhD in collaboration with Shop Like You Give a Damn will be launched in 2025. The core of this campaign will be the documentary 'The Naked Truth'. Through this campaign we are determined to inspire 25% of the people to become part of change and create a tipping point.

Regenerative Renaissance Project

We are very honored to join the Regenerative Renaissance project together with Professor Dr. Kim Aplonia Poldner and her team, who have received a grant of €333,928 from the RVO (Netherlands Enterprise Agency ) for the Regenerative Renaissance project. The project is a collaboration with renowned sustainable fashion brand Joline Jolink , Lente Land farmer Gemeenschapsboerderij T’Gagel and Mumster. The initiative is funded through the KIA-Circular Economy (KIA-CE) 2024 grant program.

The innovative Regenerative Renaissance project aims to revolutionize the Dutch fashion industry by transitioning from sustainable (aiming for less harm) to regenerative (actively creating positive impact) approaches. The project has been recognized for its ambitious goals in reducing environmental impact, fostering biodiversity, and promoting ecological restoration. By leveraging regenerative agricultural practices, biobased materials, and innovative business models, the project seeks to simultaneously create financial, social, and ecological value.

We are getting ourselves ready for 2025. We can't wait to announce more of our new collaborations and projects we have been working on behind the scenes. Are you ready? Let's get in touch and see how we can make an impact together in 2025! Contact [email protected] and we will be in touch very soon or visit www.mumster.nl to check our work and services.