Filou & Friends
Who is… Filou & Friends?
For over thirty years now, the Belgian brand Filou & Friends has been making and selling clothing for little rascals (or “filou’s”) between 0 and 8 years – from playsuits, T-shirts, trousers and sweaters to bonnets, socks and even dresses for dolls. The clothes can be found on the web shop as well as in 23 Filou & Friends retail stores.
The brand wants kids to play and grow up without a care in the world, in comfy clothes with inspiring patterns and creative, low-maintenance fabrics. The three prerequisites? Filou & Friends clothes are fashion proof, play proof and future proof.
Resources
General goal: be As Sustainable As Possible
To reduce its environmental impact to a minimum, Filou & Friends uses as much organic cotton as possible, as well as other sustainable resources and materials. The brand thoroughly screens its suppliers for socially responsible entrepreneurship and is committed to going zero-waste. In general, Filou & Friends strive to be As Sustainable As Possible in how they operate.
Design
Quality and longevity first
When it comes to designs, it’s quality first for Filou & Friends, because the brand wants its clothes to last. In addition, the team has set its eyes on a 100% sustainable collection in the longer term: the idea is to design for reuse and recycling, without waste.
Production
Socially responsible partners and use of leftover fabrics
Zero waste is an important ambition in Filou & Friends’ production process. The brand is already making the most of its leftover fabrics. They produce as sustainably as possible and only team up with manufacturing partners who are as dedicated to socially responsible entrepreneurship as they are.
Retail
Avoiding overconsumption
Filou & Friends wants to strike an important balance: offering the right product, in the right quantity, at the right time, and at the right price. That’s how the label tries to steer clear of overproduction. Filou & Friends pleads for a healthy seasonal cycle and plans on tackling overconsumption by reducing the discounts they offer and even rendering them obsolete in the future.
Consumption
Seasonal warranty on all items
Filou & Friends gives its customers a seasonal warranty on the quality of its products. By putting sustainability first and opting for premium pieces, the kid’s clothing brand makes sure its items last. In addition, Filou & Friends provides detailed instructions on its care labels.
End of life
Take-back system in the pipeline
Filou & Friends is currently looking into the feasibility of a take-back system, which would either give every item a second life or ensure its being recycled – in any case, reducing the amount of waste that goes to landfill.
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Which lesson(s) do you want to share?
Maes: “Putting a tack-back system in place would be an important step on our path to circularity. There will be important lessons to learn from this experience, for us and for other organizations who want to implement such a system in their operations. These are obviously lessons that we would be more than happy to share.”
Rudi Maes (founder Filou & Friends)
What does sustainability mean for you?
Rudi Maes: “We want to do the responsible thing – out of respect for our target group and because we are aware of the impact of our sector on the pollution of the planet. That’s why we work according to the ASAP principle, with ASAP referring to ‘As Sustainable As Possible’. We strive for a future proof collection that is at the same time fashion proof and play proof, so kids can feel comfortable in our clothes. Combining these three elements, we want to do our bit and offer our target audience a better future and a cleaner planet.”
What challenges are you currently facing?
Maes: “In this rapidly changing market, it’s a huge challenge to evolve from a linear to a circular way of working.”
This page was created in August 2021. Curious to find out where Filou & Friends stands now? Feel free to get in touch with them via info@filoufriends.com!