But who is the brains behind this inspiring agency? Social entrepreneur and guest lecturer at the Amsterdam Fashion Institute (AMFI), Rachel Cannegieter-Markus is the Founder and Head of Rethink Rebels. Working alongside equally dedicated professionals, her team are striving to transform the fashion industry.
“Education can change the way we think, act and listen. It’s an incredible feeling of accomplishment seeing the public grow with knowledge, confidence and skills,” says Rachel, her enthusiasm palpable. When asked what the agency would advise those who want to take a step towards circularity, she explains, “We always listen carefully and determine the company’s goals and ask, what do they need to achieve this? By identifying and measuring the impacts their business is having on the planet, we create a customized plan that integrates circulatory into their management systems. And of course, we monitor their progress throughout their journey.”
At Rethink Rebels, they believe that hunger for a fairer and less wasteful society is growing. The world is slowly reaching its tipping point, after which circular fashion will become the standard, not the exception. “We tackle this by developing strategies that minimize damage to the environment and have a positive impact on people and their community,” Rachel explains. Staiy hopes that her ambitious vision will inspire more and more people to not only change their businesses, but to change the world around them for a greater and greener future.