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The story of Mumster begins with a documentary that shook Chanel Trapman to her core. While studying to become a documentary filmmaker, Chanel watched The True Cost, a powerful exposé on the hidden realities behind the fashion industry. The film didn’t just educate her, it ignited her. It made her painfully aware of her own consumption habits and the role she was unknowingly playing as a citizen in a much bigger problem. What stood out most? The lack of a solution. And that absence set her on a mission to find one.

How Mumster was born: the campaign agency

Determined to learn more, Chanel began searching for people who were already working toward change, who we now call the fashion pioneers. Her journey led her to Annemieke Koster, founder of weaving mill Enschede Textielstad, a trailblazer who would become part of Mumster’s very first documentary: The Positive Chain of Change.

Annemieke Koster founded Enschede Textielstad 10 years ago: a groundbreaking industrial weaving mill that produces fabrics for the fashion and interior design industries using natural and local yarns. Their goal is to produce as locally as possible and to provide brands that are already working on sustainability and/or reshoring with high-quality fabrics in an accessible way.

What makes Annemieke a true pioneer? She has built the world’s first sustainable weaving machine, contributing to the increasing impact of her leading company that has proven its business model through a decade of impact. Like many pioneers, Annemieke had a powerful story and deep knowledge but no platform.

That’s where Chanel saw the gap.

The true pioneers are those rewriting the rules of fashion from the inside out, weren’t being seen. They didn’t have the budget, know-how, reach, or resources to amplify their voices like fast fashion giants did. And yet, these were the very people who needed to be heard. So Chanel founded Mumster, a campaign agency with a mission: to accelerate change in the fashion industry by putting fashion pioneers in the spotlight.

Over the past decade, Mumster worked with 200+ pioneers from pioneering start-ups to established change-makers and groundbreaking organizations through campaigns including Mumster’s top services: Public Relations, Social Media, Film, Influencer Marketing, Campaign Shoots and Events.

Moving the industry forward: A tool for transformation

At Mumster we amplify the people and projects that move the industry forward, while continuing to stay rooted in our core: purpose over profit, truth over trend. That's why we have to keep innovate ourselves. Mumster continues to adapt its services to what the industry actually needs, not just what’s in demand. This means refining our offerings and always remaining mission-first. Because when our services do not contribute to systemic industry change, marketing is just noise. But when it’s done right, it becomes a tool for transformation.

We’ve identified three core sources of innovation that drive all our work and shape our model of innovation:

1. Governmental Goals

2. Industry Development

3. Consumer Behavior

By connecting these pillars, we build bridges where others see barriers. We believe real change happens when all these forces align and we’re here to help guide that process.

Looking Ahead: Shifting the fashion system

We are now working on our ultimate goal: Working closely with governments, campaigning directly to consumers to reshape their buying habits, while also influencing policy to shift the foundation of the fashion system. True change requires top-down and bottom-up pressure. And we’re here to build that bridge.

What legacy will Mumster leave?

We want people to look at Mumster and know:
Change is not only possible, it’s already happening.

Our legacy will be a movement that united people, empowered potential, and showed what’s possible when purpose meets action.

Let's move the needle together.