After working in retail for years and witnessing firsthand how polluting the clothing industry is for the planet, The Hague's Giselle van der Star (30) decides to take matters into her own hands. With her own Atelier Jungles, she and her team create sustainable, locally produced basics. Her mission? To raise awareness among customers who do not automatically choose sustainability. “I want to make sustainability accessible to everyone!”

Sustainable choice as a logical choice

A truly sustainable brand accessible to everyone was what Giselle envisioned when she opened the doors of Atelier Jungles six months ago. “I want to make sustainable consumption logical, to show that it is very close to ‘the ordinary woman’. Therefore, we try to make our clothing as wearable as possible, with a standout piece here and there. Strong basics that everyone wants in their closet. Our clothing is not trend-sensitive, allowing you to wear the pieces for years. A good pair of trousers, a beautiful white blouse: items that stand the test of time. Moreover, we are available in all size ranges. We offer standard sizes from s to xl, but we also provide a made to order option, so that a perfect fit can be created for everyone.”

Giving back to society

For Giselle, inclusion is not separate from the sustainable items she produces. “Sustainability for us is not just about buying an item made from organic cotton, but thinking about your impact across the entire line of your business. I want to give back to society with Atelier Jungles. Our team is therefore diverse: I want to collaborate with people of all ages from different backgrounds. In collaboration with the municipality of The Hague, I have assembled a team of people who have less chance of getting a job in the Netherlands because they do not fit the standard profiles. These are people who sometimes still have things to learn: Syrian refugees who do not yet speak the language, young people with mental health issues, or people with physical injuries who are less valuable to other employers. I do not mind if people do not fit the standard picture.”

Sustainability as a common thread

In everything Giselle does with Atelier Jungles, sustainability plays a major role. “We use organic textiles and natural dyes and buy deadstock – leftover fabrics from large factories that are normally burned or destroyed. We produce locally where possible, ensure that our packaging material is biodegradable or recyclable, and also want to become 100% CO2 neutral in our shipping methods.” Notably, there is the repair service of Atelier Jungles. “You can not only have your purchased items repaired or altered here, but also that one favorite pair of pants that now has holes can be mended. Our sewing workshop tries to repair or upcycle items where possible, but if this is really not possible, we take in your clothing and recycle the fabric. You get a 10% discount on your next purchase, and your old pants are ‘re-fibered’ so that new material can be spun from it.”

No green guru

Giselle does not see herself as a green guru despite her mission. “I did not grow up in a sustainable family, but through my work in retail, I discovered that the clothing industry is so unnecessarily polluting. It is such a closed industry, almost no one knows what goes on behind the doors. I gradually started to delve more and more into sustainable consumption. It started with the H&M Conscious line, but it went further and further. Sustainability is not just about clothing; it is also about thinking about which detergent you use. It became increasingly important for me to give something back to the earth. How can we reduce pollution streams, pay workers a fair wage, and use materials that are not harmful to the environment without consumers having to dig deep into their pockets? I realized that to achieve this, I had to do it myself, to take the plunge. I had to ask myself: how important do I find sustainability if I am taking risks myself? The answer is Atelier Jungles.”

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