Fons Cohen,
director Imps&Elfs

‘Imps&Elfs has been in existence since 1997. Before that I lived in Hong Kong, where I made children's wear for multiple stores, in great quantities, millions of garments that were sent to forty or fifty countries. Everything revolved around the price. If you had a good product, the shops wanted more, but for a dollar less. At a certain point I became so fed up with 'much for little'. I longed for quality, for one really good product.
With Imps we are looking for a balance between what we ourselves like and what the customer wants to buy. The new-born collection, in particular, has grown considerably in the past few years. As a result, we have been able to invest in the

improvement of our production process. MADE-BY helps in this. Currently, 85 percent of the collection is made from organic cotton and we have moved part of our production from China to India, where textile manufacturers are more open to change.
Before I started Imps&Elfs I was - how shall I put it? - not so socially motivated. The present zeitgeist, however, demands a different approach. Young parents are highly aware and critical. They are very engaged with the world in which their child has to grow up and only the best is good enough. As expected our customers react positively to the cooperation with MADE-BY. Our products are shown to advantage and the story behind them is told in an attractive way. MADE-BY does not detract from our image. Quite the opposite.’