Fashion for Good opens interactive museum for fashion innovation



 Fashion for Good opens its brand new Fashion for Good Experience in Amsterdam. The Experience is an interactive museum outfitted with the latest technology. If you’re interested in fashion, innovation and sustainability this is a fun, immersive must-visit venue in Amsterdam. The museum aims to change the hearts and minds of the visitors by telling stories behind the clothes you wear, shows you how to take action and have a positive impact on the fashion industry. Through a personalised digital journey with an RFID-bracelet you can learn about the history of good fashion, discover sustainable products and explore fashion innovations of the future. 


One of the key exhibits of the museum is the Innovation Lounge where you can discover over 50 amazing innovators who are about to disrupt the fashion industry. One of those innovations comes from Colorifix. Colorifix dyed a Stella McCartney dress using engineered microorganisms. Another of the innovations comes from Mycotex. They made a dress from mycelium (the "root system" of mushrooms). Through samples, tangible garments, motion graphic videos and interviews with the innovators Fashion for Good has built an interactive and personal space to make those innovations come to life, to easily understand what the future of fashion innovation entails.


When entering the museum, you can take an RFID-bracelet. With this bracelet you can collect commitments and badges that represent practical actions. Those actions you can turn into a personalised digital guide, a Good Fashion Action Plan, that you can take home. This plan can help you become a more conscious fashion customer. The engagement continues as you can stay connected to the Fashion for Good Movement through special programming, digital campaigns, workshops and events that are being organised in the Fashion for Good building.


In its Good Shop, the Fashion for Good Experience also showcases current concepts that show good fashion is already available today. The store features curated product collections that are built around inspiring themes and swapped out every three months. The first theme is “Splash: Rethinking the Role of Water in Fashion” and features products from adidas x Parley, Kings of Indigo, ECOALF, Insane in the Rain, Karün and Ms. Bay.


Throughout the museum you find interactive activations that challenge you to get creative. In the Design Studio for example, you can design the most sustainable T-shirt option out there today: your own Cradle to Cradle Certified™ GOLD T-shirt. And you can print it on site. Through live projections the studio will display your chosen design, giving you an immersive way of watching your design come to life.

You can also take a selfie in the infinity mirror at the entrance of the museum or take a kaleidoscopic selfie in the GIF booth in the Innovation Lounge and send it to a visually-striking installation to demonstrate your commitment towards a good fashion industry.


One of the first Fashion for Good ambassadors is international model Arizona Muse. Her favorite innovations are featured throughout the store, explaining the story behind her personal picks. Arizona has been very dedicated to moving the fashion industry into a more sustainable industry for quite some time now. “The Fashion for Good Experience is an amazing way of engaging and inspiring visitors on sustainability and innovations, showing good fashion can still be cool, fun and wild”, says Arizona. Other changemakers featured in the museum and store window will be international supermodel Lily Cole and co-founder of Fashion Revolution Orsola de Castro.

 As founding partner, we are proud together with corporate partners adidas, C&A, Galeries Lafayette Group, Kering, PVH Corp., Stella McCartney, Target, and Zalando to support the Fashion for Good Experience.  

The Fashion for Good Experience, at Rokin 102 in Amsterdam, will open on the 5th of October. The Experience will be open seven days a week and is free of entry.