Hammam towels, beach towels, towels, beach bed covers, kimonos, tunics, kikoys,foutas, pareos, plaids… you name it. All hand-knotted and woven from high-quality cotton by traditional family businesses from Turkey, Tunisia, Bali and Kenya. That is Fashion4Wellness, the Dutch textile brand of designer Lidy de Roos.
Each item from the Fashion4Wellness collection is stunning, super soft, comfortable and unique. Because: handmade by people whose weaving, embroidery and knotting has been in the family for generations. Fashion4Wellness products are sold throughout Europe and are ideal for the beach, in the sauna, on vacation, at the pool, in the wellness or at home.
Instantly in love
The story of Fashion4Wellness begins in 1995 when Lidy de Roos is on holiday in Turkey. In a small village she visits a traditional weaving mill where hammam towels are made. De Roos: “The canvases were so beautiful, I fell in love immediately. I decided: ‘someday I’m going to do something with those canvases’. In 2008 the time had come. Together with a partner I took over a webshop, hetcadeau.nl. We mainly sold promotional gifts, Christmas gifts and… bathroom textiles! Finally I had the opportunity to start selling those beautiful canvases from Turkey.”
And yes, how’s that going? “One thing led to another”, De Roos recalls: “More websites were created, such as www.hamamdoek.nl and www.fashion4wellness.com. Gradually the focus started to lie more and more on textiles and I started to design designs and products myself. This resulted in the establishment of our own brand Fashion4Wellness in 2015. Last year we also launched the Balyy brand, with beautiful products from Bali. My partner and I now travel all over the world, looking for new products, suppliers and techniques. We visit the most beautiful places and meet the most special people. All our products are made by small family businesses in countries such as Turkey, Tunisia, Kenya and Bali. Often the weaving techniques have been passed down from father to son for generations. The bond we have with these people is very valuable. That we can make their lives a little more carefree – because we work without intermediaries and always pay a fair price – is very satisfying.”
Kikoy’s at fouta’s
Back to the products… Kikoy’s andfoutas, what are they anyway? Lydia laughs. “Most people are familiar with hammam towels,” she explains. “These towels have been used for centuries in Turkish baths, the so-called hammams. In Tunisia, these types of sauna towels are calledfoutas. Kikoy’s come from Kenya and are traditional shawls for men. A kikoy has a soft ‘terry cloth’ on the inside and a woven layer with a beautiful pattern on the outside. The difference between the various cloths – which, incidentally, are made from responsible cotton from small farmers in the area – lies in the weaving techniques. Each country has its own traditions and weaving techniques. For example, a kikoy could never be made in Turkey and afouta could not be made in Kenya.”
De Roos tells that she discovered the ancient batik technique in Bali, a particular way of decorating woven fabrics. “We have the most beautiful beach towels, tunics, kimonos and pareos made from it,” she says. “Because the products are made by hand, there may be a weaving or stamping error. Customers should realize that. Fortunately, most people find that charming, especially if they know the story behind our products.”
Fashion4Wellness is proof that you can achieve a lot with slow and responsive fashion. The brand has become a well-known name in the wellness industry in recent years. The range is gradually being expanded. Plaids and blankets, for example, are a new member of the Fashion4Wellness family. The number of points of sale is also steadily increasing. “We supply all kinds of customers, large and small,” says De Roos. “From small boutiques to hotels and wellness centers and from small web shops to large online players such as Zalando. In other words: we have everything on track and we would like to continue to grow. We would therefore like to invite interested retailers to contact us.”
Read more about Fashion4Wellness on the brand page: fashionunited.com/companies/fashion4wellness
Source: fashionunited.nl by fashionunited.nl.
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