INTERVIEW #63 DE NAAIERIJ

Based in: Netherlands, The Hague

Founded in: 2019

Founded by: Roosmarijn van Soest and Isabel van der Meijde

Stores: The Hague (Suezkade 48, 2517BW) and at denaaierij.nl 

Price range: Courses and workshops (€35 - 265), patterns (€3), vintage clothing (420 - 100) and sewing machines (€150) 

Instagram: @naaierij

Hello! What is Naaierji all about and why did you start your work? 

In November 2019, we founded De Naaierij out of frustration with the excessive consumption of clothing and the distressing working conditions in the fast-fashion industry.

We observed that clothing was increasingly perceived as a disposable item in the eyes of consumers, leading to the loss of a significant portion of the value and quality of garments. Our detachment from the production process, coupled with the affordability of clothing, resulted in a diminished appreciation for our clothing items. Consequently, they were more likely to end up in landfills than in the pile for repairs. Additionally, we noticed that younger generations, in particular, were becoming less proficient in basic skills like sewing; even the simple act of attaching a button was no longer taken for granted.

For these reasons, we aimed to bring clothing repair and awareness of clothing usage back to the forefront. We wanted to demonstrate that repairing is not only practical but also enjoyable. With the clothing you already own, countless possibilities can be explored. We teach people how to adapt existing clothing to their preferences and even how to enhance it. All of this is done with the awareness that there is already more than enough clothing in the world. When you repair or modify your clothing, you add value to that garment. This makes you less inclined to discard it, and you wear it again with love and pride, especially if you turn the repair into a work of art using visible mending techniques. Furthermore, we have noticed that clothing repair is a highly mindful activity. While you are engaged in restoring your garment, you are fully present in the moment. Working with your hands allows you to momentarily escape the daily hustle and bustle.

What does De Naaierij offer you?

De Naaierij is a sustainable sewing atelier in The Hague. With De Naaierij, we aim to help people look at clothing with a more creative and conscious perspective, teaching them to repair or alter their clothes. You can learn these skills through our workshops and courses. Additionally, in the repair café, you can utilize our assistance and breathe new life into (damaged) clothing for an hourly fee, even if you have no sewing or repair knowledge. Also, we have a mending course, an altering course, sustainable sewing classes and several workshops. All of them teach you to work with your clothes differently and creatively. 

If you prefer not to handle needle and thread yourself, De Naaierij also provides a clothing repair service, focusing on creative and original repairs (see our Instagram for examples). Furthermore, in the store, we sell timeless vintage, second-hand sewing machines and fabrics. 

At Naaierij we also organize events in stores like a clothing swap. At De Naaierij, we organize clothing swaps every two months. During these events, you exchange your clothing for items from someone else's wardrobe. After all, there is already enough clothing in the world, so why always buy new?

Lately, we've been expanding our efforts to share our knowledge. This includes organizing Repair Cafés at external and internal company events. We've hosted these events in stores, internal company events, and festivals (Dille & Kamille, Zeeman, Wildeburg). Moreover, we give lectures and lessons at companies or schools to spread awareness and visibility about clothing repair. Finally, we are in the process of writing a Naaierij Book about repairing and altering your clothes. This initiative aims to make clothing repair more accessible for everyone to try at home.

Can you please tell us more about the vintage items you are selling, and how you pick and source them?

In addition to clothing repairs and lessons, you can also visit us for vintage shopping. All items we sell are carefully selected by us. During the selection process, we pay close attention to the quality and wearability of each item. We ensure that we purchase clothing with as little microplastic as possible and primarily made from natural materials. 

Additionally, we aim for timeless and basic pieces. This means that the items we have in the store don't feature bold prints but rather have a basic appearance. They are items you can easily combine with anything and therefore don't quickly end up being discarded. These are items worth keeping and repairing, so you can enjoy your beautiful clothing for longer, and maybe the person after you too! If there's a hole in your favourite vintage item, come by and learn how to repair it, or let us take care of the repair for you!

You also hold workshops and courses, can you tell us more about them?

At De Naaierij, we're on a mission to revive the lost art of clothing repair and make handwork more approachable, enjoyable, and modern. Through our engaging workshops, we empower individuals to learn the invaluable skill of repairing and altering their clothes, fostering a sustainable and mindful approach to fashion.

Our Repair and Alter Workshops provide a hands-on experience, guiding participants through the fundamentals of mending and tailoring. Whether it's fixing a small tear or adjusting the fit of a garment, we equip you with the skills to breathe new life into your wardrobe.

Step into the world of Visible Mending in our specialized workshops, where we explore artistic techniques like embroidering flowers, needle felting, and darning. These timeless crafts add a unique touch to your clothing, turning repairs into beautiful expressions of creativity. We believe in bringing back old techniques that not only contribute to sustainability but also elevate your personal style.

Ever wanted to conquer the sewing machine? Our Sewing Machine Basics workshop is designed for everyone, from beginners to those looking to refresh their skills. Learn the ins and outs of using a sewing machine, unlocking a world of possibilities for your creative journey. For those passionate about sustainability, our Sustainable Sewing Course is a perfect fit. Participants delve into the world of eco-friendly fashion, discovering how to sew their own projects using secondhand materials. It's a hands-on course that not only imparts valuable sewing skills but also contributes to reducing the environmental impact of fashion. Join us at De Naaierij, where we blend tradition with modernity, making handwork accessible, enjoyable, and relevant for everyone. Let's sew the future together!
What is a cloth-exchange event and how do you organise them?

Who is your typical costumer and what feedback do you get from people?

At De Naaierij, our typical customers are primarily women who are passionate about acquiring new skills and actively engaging with the principles of sustainability and environmental consciousness. They seek to redefine their relationship with fashion by making more of their clothes, opposing fast fashion, and adopting a mindful approach to consumption. Many of our customers, despite holding office jobs, are eager to reconnect with the hands-on process of creating and crafting. They express a desire to be more involved in the creation of their garments, fostering a deeper connection with their wardrobe. The feedback we receive from our community reflects their satisfaction with our workshops and events, highlighting the joy of learning new skills, creating sustainable fashion, and the overall sense of empowerment that comes with making and mending their own clothes.

What are your best tips for people who want to learn how to sew and mend? 

The best tip is to just do it. Learn how to use a sewing machine and start mending by doing. Learn from your mistakes and make or repair something out of your or other existing clothes. It doesn't have to be perfect. Don't let that perfectionist mindset come in; just enjoy what you are doing. It is something that you made, that you repaired, so that's really valuable.

What do you think needs to happen to make the fashion industry more sustainable?

Ensure fair wages, safe working conditions, and reasonable working hours for all workers in the fashion supply chain. This includes not only those involved in garment production but also those working in raw material extraction and processing. Then, all clothes have to become more expensive, with normal prices instead of being very cheap. People will think twice before buying something and only purchase clothes they really need, which they will cherish. Because mending will be more necessary to keep your clothing.