Episode 25 Geoff van Sonsbeeck – Baukjen

Geoff van Sonsbeeck has been at the forefront of the slow, sustainable fashion movement for over 15 years.

Geoff is the Co-Founder and CEO behind the direct to consumer womenswear brands BAUKJEN and ISABELLA OLIVER.

Having spotted a gap in the global market for stylish and high-quality maternity clothing whilst his wife was pregnant, Geoff left his job at Shell International to set up Isabella Oliver back in 2003.

In 2012 he expanded into non-maternity clothing, launching the contemporary womenswear brand “Baukjen” which is now the majority of the overall business.

Baukjen focuses on environmentally, ethically and socially conscious style for a sustainable future. It is working through the process of certification as a B Corp.

We talk about the how the two brands are building on their durable and timeless design ethos and evolving a range of circular practices. These include takeback schemes, resale, and rental. Baukjen is also switching to more sustainable fabrics – even moving away from organic cotton.

We also discuss how consumer attitudes are changing, including the growing interest in fashion rental.

I was struck by the wide range of sustainability initiatives that Geoff and the teams at Baukjen and Isabella Oliver are involved in. For a relatively small company, they are innovating in lots of areas, and, as Geoff said, building a ‘movement for change’ with their supply chain partners.

Baukjen is proving that people are happier with beautiful, well-designed and high-quality garments. People want clothes that fit well, look good and are made to last. Slow, sustainable clothing instead of fast and forgettable.