Caroline Mewe
Creative Director Alchemist

‘I believed and still believe that fashion brands do not focus enough on women around the age of forty who – even though they no longer have a girl’s figure – still want to look tough or alluring. I felt the need to do something about that. I run Alchemist together with my husband. Kees Willem has an agency with a number of high-quality women’s labels, including Alchemist. We enjoyed a dream start in terms of sales and logistics, but also with regard to the response of the public. Nevertheless, we have been taking it easier with the following collections. The human dimension is an important concept, and is the reason why we work in a small team, create compact collections and are

affiliated to MADE-BY. Nothing or no one is an isolated phenomenon. Everything is related. Creating beautiful clothing at the expense of the environment and people is contradictory, in my opinion. Apart from a philosophical point of view, we are also involved with MADE-BY for practical reasons of course.
We boast a wealth of experience with retailers and consumers, but are new to the world of socially responsible enterprise. MADE-BY has the producer network we are looking for. Our T-shirts are already made of organic cotton. The rest of the collection will hopefully follow suit as soon as possible.
A demand exists for distinctive clothing, made with love and expertise.’