A few years ago, Jennifer van Haastert, designer of Moofers Clothing and owner of Moofers Fashion & Salon, was interviewed by Anke Verbeek for POM Magazine. Moofers Clothing is now a household name in The Hague. This spring, Anke Verbeek interviewed Jennifer once again in the Moofers Salon at the Toussaintkade in The Hague, to talk about the typical Moofers look and what the future holds for the label.
by Anke Verbeek
Three years ago, we did an interview here in your beautiful shop, talking about Moofers Clothing. How has life been for Moofers you since then?
Last time we spoke, we had just moved to this location at Toussaintkade. The new location is exactly what I hoped it would be. Our frequent customers have moved with us and now come to visit us here. The new location also allowed us to tap into the local market. Many of our new customers live in our new neighbourhood, but we also draw the attention of expats, tourists and day trippers.
And what has happened to the fashion label over the past three years?
We pay ever-increased attention to the fit of our designs. We have partnered with major fabric suppliers who also work with large French and Italian fashion houses. Nevertheless, our designs retain the celebrated Moofers look.
How would you describe that Moofers look?
Classic with an edge. Moofers designs are made of the finest fabrics. Our pieces are practical to wear and easy to combine with other pieces from our current collection and previous collections. But customers also buy our fashion as a luxury gift to themselves.
Have any items become a permanent part of your collections?
Of course. Our cashmere-blend sweater with the characteristically deep round-neck is a returning item. People come back to us for that sweater time and time again. Other returning pieces include our flared trousers and straight-leg trousers. They are part of each collection, each time in a different fabric.
What inspires your designs?
Generally a feeling I get or something I see. It could be a fabric, a colour or a shape. I then make a mental note. Clients are also a source of inspiration. Our current collection features a pleated skirt. That design was inspired by a dress one of our clients was wearing when she visited the shop. I loved that dress, especially the skirt part. It inspired the design of our A-line pleated midi-skirt. The skirt is part of the S/S ’25 collection, and we previously featured a winter version as well. Depending on the tops and shoes you combine it with, the skirt can help create a casual, business or festive look.
How do you process your inspiration?
I write it all down. At some point, I take the list of everything I have written down and form a complete collection – in my head. I form each collection in such a way that it accommodates the various parts of day-to-day life. You need a coat and clothes for work, but sometimes a casual look will do. Other moments require formal dress, and sometimes you need to dress for a party. Depending on the season, you might go to the beach or on holiday. I take this all into account when creating a collection.
The location at Toussaintkade in The Hague is not just a shop, it’s also a salon. How’s the salon doing?
The location is perfect for events. We have a circle of artists who exhibit their art here. Each year, we organise one or two events where artists tell visitors all about their work on display. We organise sneak peeks for each upcoming collection, where I show the samples for customers to try on and pre-order. Together with the jewellery designer, Marloes van der Toorn, we organised many events to introduce each new collection of her label MVDT. Last year September we saw our first archive sale, which was a great success.
What are your plans for Moofers for the coming years?
This year, another shop will be selling the Moofers label. Not a new Moofers shop but a different fashion shop, outside The Hague.
You’re going to sell Moofers Clothing outside this shop?
Yes. This year, we’ll start with one shop and we plan on adding another two or three shops next year. A very exciting next phase. I personally manage everything in the shop now, but that will change when we start selling our label in other shops.
And what does the future of Moofers look like?
I want Moofers to be known as a quality label with sustainability as its cornerstone. For me, sustainability is something that always comes first. That makes Moofers a brand of the present and the future, with designs that fit perfectly and are made of beautiful, sustainable, quality fabrics.