For Dutch fashion designer, Jennifer van Haastert, quality and craftsmanship are key to her label, Moofers Clothing. Her designs are contemporary and are always with a small twist. Fashion lovers can see her designs in Moofers & Art Salon, housed in a beautiful 19th century building, on the Toussaintkade in The Hague. For POM Magazine, Anke Verbeek paid a visit to the salon to meet the friendly Jennifer for an interview.
By Anke Verbeek
You started your Moofers Clothing label in 2017. Did you know how the concept of Moofers should be from the start?
No, I just wanted to create fashion. My feelings about fashion transformed gradually into a vision. Moofers stands for sustainability. Our clothes are designed to last because they are well-made and the materials are so beautiful. At Moofers, there is the time and space to share with customers the story behind my designs.
What role does sustainability play in the Moofers collection?
It takes a lot of craftsmanship, before a collection is available in a store. That’s why I think fast fashion, so silly. You can enjoy a beautiful design for years, as long as it is made well with a quality fabric. With every collection we try to become more sustainable.
How would you describe the style of Moofers Clothing?
The designs are contemporary with an edge and with the focus on quality and details. It’s a cool, feminine look that you can wear every day. Please wear it a lot. That is what I am designing for. Don’t leave it in your closet.
How do you create your collections?
Seasons became less important for my collections. Each collection matches with the previous one. I just add new designs to existing ones to create a capsule collection. On Moofers’ Instagram there is a picture in which the model wears a leather skirt. It is a design from two years ago. I combined that skirt with a new knitwear design. I want to show that this sweater fits beautifully with the skirt that some clients have had for a while.
What is Moofers’ target group?
I design for people aged 30 years old and above, yet my customers are women aged between 17 and 80. When I just started Moofers, I had many international customers. People who have recently moved to The Hague or who are on holiday here, wander around and discover shops that recently opened. Now, people from The Hague and the rest of the Netherlands have also discovered Moofers.
Do you involve your target audience in the design process?
I like it when people take the time to try on the clothes so I can see how they fit, and which model suits a customer best. The reactions of customers inspire me. A few months ago a customer asked me whether I had something in pinstripe. That immediately gave me the idea to design something in pinstripe, but only with a perfect pinstripe flannel. If I don’t find the right material, the deal is off.
What makes a fabric the perfect pinstripe flannel for example?
The story behind the textiles makes the difference. I received samples from a British cloth manufacturer and they radiate craftsmanship. These fabrics have been produced in the UK for decades. I am fascinated by textiles.That’s where the inspiration often starts for me.
Moofers is fashion but also a salon. What’s the role of art in Moofers Fashion & Art Salon?
I think it is important that different disciplines strengthen each other. Behind a painting or a piece of jewellery, is a person who created it with passion and vision. Like fashion, it takes a lot of craftsmanship. I found a location where there is enough space to bring everything together. In this beautiful salon, fashion and art strengthen each other.
How did you let all those voices speak in one space?
The building in which Moofers is housed is a national monument. Therefore we are not allowed to change the colours or decorations in the house. They are not easy to combine. We looked for curtains and furniture that match those colours and the atmosphere of the space. We have jewellery by Moniek Postma and they are large and extravagant. The paintings by Moos Willemsen are quieter. That combination works well. In my fashion designs, there is also a lot of contrast. It shouldn’t be boring.
What makes Moofers a salon?
Of course, Moofers is still a shop, but we thought the label “salon” fits with the historic building and what we want to achieve with Moofers. It emphasizes taking the time to experience the things we show in the salon. We hope to inspire our customers with the fashion and art we present here.
Can you tell a little bit about the next collection?
For the upcoming collection we use pinstripe flannel from England and fabrics woven in the Netherlands by Enschede Textielstad. There will be coats of recycled denim and high-waist jeans of organic cotton. In pinstripe there will be jackets that can be combined with a straight leg trouser. Also in pinstripe are the baggy shorts. You can wear them with high heels but also with boots if you want a more casual look. The knitwear is made of organic cotton or alpaca. The tank tops and T-shirts can be excellently combined with the high-waist jeans and pinstripe designs. In the salon, we want to organise small events like little music concerts, collection launches, lectures and workshops. So a calendar full of creation and craftsmanship. www.moofersclothing.nl
Photography: Merel Oenema
Fashion photography: Annick Meijer
