Mumster Movement
After nearly a decade of experience in the fashion industry, we’ve seen a clear shift: the time for conscious consumerism is now. As a campaign agency, we believe citizens are not just passive consumers—they are essential changemakers in the transition toward a circular fashion and textile system.
To tap into this potential, we initiated the development of a behavioral change campaign that puts citizens at the center. In co-creation with Professor Mirella Soyer and ethical shopping platform Shop Like You Give a Damn, we’re crafting a campaign that informs, inspires, and empowers people to make more mindful fashion choices.
The journey began with this Black Friday activation, which served as the campaign’s launchpad. Rather than promoting discounts, we used the moment to spark dialogue, challenge norms, and engage citizens in shaping the movement from the ground up.
The activation started at the streets of Amsterdam getting in conversation with people about their consuming behavior leading to surprising results.
We were honored to have Lara Wolters, Member of the European Parliament, deliver a keynote speech that left a lasting impact on our audience. Her powerful words reminded us that collective action is the key to systemic change and that real transformation starts with both policy and consumer choices.
At our event, we proudly featured an insightful session led by fashion psychologist Anke Vermeer, who engaged the audience with interactive live polls as part of our qualitative research. This dynamic discussion revealed critical insights into consumer behavior, exploring why we shop the way we do and how we can cultivate healthier, more mindful habits.
Based on the results we continued the conversation with fashion journalist Susan Sjouwerman and professor circular business Kim Aplonia Poldner, who introduced the National Wardrobe Audit. This groundbreaking research initiative aims to map consumer behaviors around clothing—tracking how we buy, use, and discard garments—to encourage more sustainable choices. This reasearch initiated by professor Mirella Soyer will be the core of the campaign.
The goal of the event was not only to inspire the 100+ attendees, but also to gather meaningful insights to support a shift toward conscious consumer behavior. Thanks to the strong turnout, we were able to collect valuable input that will directly inform the behavioral change campaign.
Our Black Friday activation attracted media attention, with features in outlets such as Bedrock and coverage on radio programs like NPO 1. Professor Mirella Soyer had the opportunity to discuss the research and event live on air, further amplifying our message.
As a result, the activation delivered more than just insights—it also significantly boosted participation in the National Wardrobe Audit. This increase in data strengthens our ability to design an effective intervention as part of the broader behavioral campaign.
