Digital, Strategy & Design + + + + +

Fashion on Demand

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What if you could produce and design a one-of-a-kind sock or scarf in a heartbeat?

Together with the Dutch Textile Museum and product designer Bert-Jan Pot, Vruchtvlees developed an immersive brand identity, campaign and software application that makes fashion on demand a reality.


Project objectives

  • Create an end-to-end customer journey for a new TextielMuseum brand from strategy to campaign and towards the actual end product: socks and scarves (including a #sockselfie carpet). 
  • Build a foolproof software application. 
  • Connect the design guidelines from Bert-Jan Pot to the knitting machine and enable future collaborations with other designers 

Brand Strategy - Brand Identity - Creative Direction - Service Design - Development

Creation as a common thread

In the Research & Development lab of the museum, world-class designers like Viktor & Rolf and Scholten & Baijings create their most innovative textiles. Design Studio is the TextielMuseums ‘amateur’ spin-off, where every visitor can become a designer. Design Studio is put to market for a design-minded and highly fashionable crowd looking for new ways to express themselves.

With Design Studio, Textielmuseum steps away from the ‘buy-and-throw’-culture, and moves the production process closer to home.

The idea of becoming a creator weaves the identity together. Nowadays, the production processes of fashion and textiles are often invisible and taking place in factories on the other side of the world. With Design Studio, Textielmuseum steps away from the ‘buy-and-throw’-culture and focuses on no waste, personalization, and well-sourced materials. So does the identity. Digitally-rendered fabrics and layered compositions mimic a designer’s workplace and the creation of ideas.

Photography plays a big part in bringing the vision of Design Studio to live. Everyone can become a maker, and makers work in a messy playground. In this coordinated chaos you’ll find inspiration and the perfect creation of your choice. Together with Dutch photographer Marie Wanders, we ensured that the models are just as colorful as the future of fashion. Design Studio itself serves as the backdrop for the campaign photography..


With success, even before the official launch Design Studio was featured in Vogue, ELLE, Numéro and many other renowned fashion magazines and blogs.

In Vruchtvlees, we found a strategic partner that knows how to convert audiences as well as translating concepts into an innovative interactive experience in the museum.

Femke Vos, CMO TextielMuseum

Stitching software to the machine

Dutch Designer Bert-Jan Pot, known for his intricate rope masks and Random light, provided the design guidelines of the sock and scarves. The socks and scarves are of a basic design, it’s the interaction of colors that bring the sock to life and make it unique. How these colors are combined that’s up to the user. To ensure the vision of Bert Jan Pot is brought to live, TextielMuseum needed a software solution that connects the users’ wishes towards the innovative knitting machine. There's no default API, so we created a digital bitmap image that translates the patterns and color picks in a language the knitting machine understands.

#Sockselfies: designing the museum experience

In the midst of the museum you’ll find the three spaces of the DesignStudio, reflecting the three phases of a creative process: inspiration, design and production. When you find the perfect match of colors and wrap up your design, the application sends your designs directly to the knitting machine. The Willy Wonka Machine is set to work and starts knitting your creation from recycled fibres on the spot.


When the socks/scarves are done, the specially designed #sockselfie carpet invites you to share your creations with the world. Just as the TextielMuseum we believe that if you do it yourself, you understand the production process better. The end-to-end solution ties all the knots of the Design Studio together.


Case photography: Marie Wanders

"You can feel the excitement in the room when your sock pops out of the spectacular machine."

Yira Rodriguez Garcia


Yira would love to tell you more about this project

070 - 785 17 34

Looking for someone else? Our entire team


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