My Inspiration

Redefining fashion: Embracing what's already there with Naaierij

Redefining fashion: Embracing what's already there with Naaierij

The Naaierij is an eco-conscious sewing studio located in The Hague. Established in 2019 by Roosmarijn and Isabel, it was born out of their shared commitment to reduce textile waste and promote a more sustainable approach to clothing.


Tell us the story behind the Naaierij Studio and your ideology!

At The Naaierij, our mission is to encourage people to view their wardrobes, as well as existing garments in the world, through a more creative lens. We aim to demonstrate that repairing, altering, and upcycling clothing can be an enjoyable and rewarding process.

We approach this aim with a sense of joy and mindfulness. To make repairing techniques more accessible, we offer courses, workshops, and inspirational videos. We also offer visible mending services for our customers. Within our store, you'll discover a collection of timeless vintage outfits and secondhand fabrics curated by us. We host clothing swaps every two months in our store!

"Our goal is to empower you to extend the lifespan of the clothing in your wardrobe, teach you how to transform secondhand clothing to align with your style, and help you turn simple changes into unique, one-of-a-kind pieces that are exclusively yours."



What are the most important aspects for you in your working space?

The most important aspect in our working space is that there has to be a feeling of relaxation and stillness. We wanted to create a safe space, where you can learn how to sew, to be yourself but also to make mistakes. Therefore, our sewing machines and the bar in the middle of the store are very important. We wanted to create an environment where you can focus on your tasks of sewing and repairing and not get distracted from them.




What inspires you today?

Our inspiration is rooted in minimalism, drawing influence from both nature and a time when it was the norm to appreciate what we had rather than constantly pursuing new acquisitions. We aim to rekindle the value in our possessions, fostering a mindset where people regard their belongings as personal and not disposable items.




What kind of role colors play in clothing repairs?
Color plays a significant role in our approach to repairs and decorating our shop. Our base is intentionally neutral and minimalistic, but we also embrace elements of art and rebellion by incorporating pops of color in both our interior design and the clothing we repair.

When it comes to our repairs, we prefer to make them visible. This approach allows us to transform each repair into a unique work of art. We choose this method to emphasize the enjoyment of repairing and to proudly showcase your efforts in mending your garments. By doing so, we aim to inspire others to do the same.





How did you discover Cover Story?

We discovered Cover Story on Pinterest while searching for new ideas for our store. When we visited your website, we instantly fell in love with the colors and the mission. We love what you do and the stories you tell.



Could you tell the process behind choosing the color 031 CHARLES?

We chose the color 031 Charles during the renovation of our old store in Boekhorststraat, The Hague. The previous color of our store was peachy, which gave everything we photographed a sweet and girly look. We wanted to take our company to the next level, grow up, and adopt a more unisex and inclusive image because repairing clothes is for everybody.

We selected Charles because we admired its brightness and the quirky vibe it brought. During the renovation of our old store, we made the decision to relocate to a place with much more natural light, situated on one of the loveliest shopping streets in The Hague. Interestingly, Charles also suited this new store perfectly. It complements the white and blue tiles at the front of the store, creating a neutral yet fresh ambiance.




Roosmarijn & Isabel's choice: 031 CHARLES


Author: Ilona Hoikkala
Photographer: Lotte van Uittert
Instagram @coverstorypaint @naaierij

Naaierij website: www.denaaierij.nl

Cover Story Journal

Cover Story Journal is our online diary of colors, people, homes and everything that inspires us. Welcome to our world!

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