Founded in 1870 as a small store along the Nieuwendijk, one of Amsterdam’s oldest streets, Bijenkorf today offers many prestigious brands in clothing, accessories, beauty, food, and home. The upmarket chain has 12 stores in the Netherlands, with the flagship store located in Dam Square in Amsterdam.

For several years now the Bijenkorf department stores have sold a selection of sustainable labels, including a number of which are partner brands of MADE-BY.

In 2009 the Bijenkorf management decided the time was right to start its own sustainable private brand and on 15 April of that year, Bijenkorf launched its first sustainable label under the name of Pure: a collection it says is for women that know what is ‘in’ fashion.

Pure currently presents two collections a year that consists of basics in various stylish colours plus fashionable must-haves.

“Sustainability is an important part of the vision for the future of Bijenkorf” explains Nerissa Hitipeuw, buyer for Pure. “All the suppliers that Bijenkorf work with are being controlled and monitored on creating and maintaining good working conditions. For the Pure label we work with 100% organic cotton and other sustainable materials.

The first collections consisted mainly of dresses and tops, complemented with items like leggings and harem trousers. Pure is really a label in development. In the future we will enlarge the collection step by step”.

“MADE-BY supports us in that development. They also support us in communicating about Pure to our customers. In every garment we attach the MADE-BY blue button so that people know they have in their hands a product from a good brand. I am very happy with Pure; it is like a journey of discovery. We notice that our suppliers are more and more opening up to using sustainable materials such as organic cotton”.

MADE-BY © PURE