Amsterdam clothing brand New Optimist starts deposit system to combat fashion waste

If it works for beer bottles, why not for clothing?

In a pioneering step towards a more sustainable fashion landscape, Amsterdam-based clothing company New Optimist is introducing a clothing deposit system for the garments they sell. Beginning 13 September 2023, shoppers will be given the opportunity to hand in their clothes and have their deposit returned, contributing to environmental responsibility.

Founded in 2021, New Optimist’s founder Xander Slager and Nelleke Wegdam are working towards a fully circular chain for their brand. They wondered why beer bottles and plastic bottles do have a deposit in the Netherlands, but clothes don’t, despite the fashion industry being one of the more wasteful industries worldwide.

Their business model therefore considers the entire life cycle of garments including what happens after consumers purchase their goods. Ensuring the reuse of materials holds equal importance alongside design and production in the process.

How does a deposit for clothing work? 

New Optimists’ system assigns a digital identity to each garment, ensuring it receives the care and consideration it deserves. What's more, a unique QR code accompanies each piece, enabling customers to follow the journey of their clothing. Leading the charge for change, New Optimist has established the "Never Ever Waste" (NEW) foundation to oversee this initiative, with plans to extend the system to other fashion brands, amplifying its global impact.

For every New Optimist purchase, an additional charge ranging from 2.50 to 10 euros is included. To discover the deposit amount for bought clothing, customers simply need check the hangtag or scan the QR code. When they are ready to part with their clothing, it can be returned to New Optimist or their partner stores. And it doesn't stop there – if the clothing is still in good condition, it gets a second lease on life. Otherwise, it's transformed into fresh threads, closing the fashion waste loop.

Battling waste from the ground up

This novel move by New Optimist aims to address the textile waste issue facing Europe. Annually, five million tons of clothing are discarded in the EU, often ending up in landfills or incinerated. New Optimist's promise is clear: nothing goes to waste. Leveraging blockchain technology, they offer complete transparency, allowing customers to trace the journey of their clothing.

Sustainable initiatives in the fashion industry

New Optimist’s deposit system for clothing is an example of how innovators in the Amsterdam Area are working on solutions that answer to a growing global question: how can we make fashion more sustainable?

From design and production to recycling, there are numerous voices in Amsterdam calling for more conscious practices in the fashion industry. Startup accelerator Fashion for Good is uniting multiple players in the fashion industry through its global platform, whereas companies such as BYBORRE, Brightfiber Textiles and Dyecoo are working with clothing brands to produce fashion items more consciously.