May 25 2013
During the fourth edition of this event we will
examine different indie business trends. How can you stand out as
an indie brand in trying financial times? Is being independent
enough? What new types of business models are indie entrepreneurs
coming up with to keep their brand alive and kicking? And how are
they funding these ideas?
One of the new business models we will be discussing
is social distribution. Works That Work magazine has embraced this
model. The makers of the magazine bypass traditional
distribution networks, which typically take the
largest part of the cover price, as well as con- trol where the
publication will be sold and at what price. Instead they want to
deepen their relationships with their readers, and make them
partners in their enterprise.
We will also be looking at social entrepreneur- ship in third world
countries. Why do more and more Indie Brands choose to produce
their products in Africa? Is it simply a matter of hiring cheap
labour or are we dealing with a new wave of socially conscious
indie entrepreneurs? We will be talking to the men behind
SuperKoeien, a shoe brand that has its roots in Kenya. As well as
the producers of the BlackStarBikes, who get their bamboo frames
Consumers are becoming more demanding: they prefer brands that are
authentic and sustainable. This trend has not gone unnoticed: big
corporations are also trying to get on the indie bandwagon using
indie musicians to borrow their credibility, while others set up
fake indie business, as The Guardian recently reported. We will be
discussing this search for authenticity and how to keep it real.
Visions upon this matter will be shared by all represented Indie
Brands this evening.
We will also be revisiting 2 Indie Brands - Ikku and Alfredo
Gonzales - and see where they are now.
The Indie Brands Supermarket will also open its temporary doors so
you can stock up on products, outfits and accessories by different
Indie Brands. Sarah Bagner from supermarketsarah.com will also be
joining us, selling both products and sharing her story. The Indie
Brands Event is an initiative by Anneloes van Gaalen and Pakhuis de
Zwijger and will be moderated by Jörgen Tjon A Fong (Urban
January 22 2013
"Creativity, Competition and
The Indie Brands events delve into
the world of independent brands with inspirational lectures,
awe-inspiring entrepreneurs and visual eye candy from indie brands
like Threadless, Oat Shoes, John Altman, As Good As New, Two-O,
Festina Lente Collective, Halbe beer and many more.
Indie brands don’t just come up
with creative products, they can also change the way business is
done. During the third Indie Brands event, we’ll show indie
brands that have taken the idea of creative entrepreneurship to a
new level: they’ve come up with creative new ways of doing
business or creating buzz. Think of Threadless the brand that made
community-driven design both cool and profitable.
But creative entrepreneurship
also applies to marketing and branding. Faced with a limited budget
and a non-existing PR department, indie brands need to be smart
when it comes to marketing and getting their name out there.
According to Canadian journalist Mitch Joel “we're quickly
moving into a DIY (do it yourself) culture, where businesses can,
literally, do everything and anything because of the power of the
Internet - from sourcing production facilities to securing funding
to cheap and effective direct to consumer marketing. All of this is
giving rise to more individuals who are opting for entrepreneurship
over the grind of nine to five.” We’ll be talking to
some of these entrepreneurial individuals that have
taken matters into their own hands.
We’ll also be revisiting some
of the brands that attended the first Indie Brands edition back in
December 2011. Back then we saw young,enthusiastic entrepreneurs
who seemed eager to conquer the world despite economic turbulent
times. Where are these brands now? Have they survived? Or thrived?
What’s left of their initial ideas and ideals?
The Indie Brands Event is an
initiative by Anneloes van Gaalen and Pakhuis de Zwijger.
June 12 2012
This book is meant for movie lovers, silver screen
starlets and the people who get to yell ‘cut’ and
‘action’ on set. It contains 51 movie-related
rules, their history and quotes by industry leaders, Hollywood
big shots, indie directors and a whole list of actors and
The rules range from helpful tips for the editors –
“Kill Your Darlings” – to words of wisdom aimed
at directors – “Never work with animals or
children.” From horror movie clichés –
“Never pick up the phone” – to the ridiculous
rules of the old Hollywood Production Code – “No
picture shall be produced which will lower the moral
standards of those who see it” – right down to
sound advice for any struggling actor or actress –
“Never Sleep with the Director.”
Edited by: Anneloes van Gaalen |
Design: BORN’84 | English | 160 pages
Hardcover | 17 x 12 cm | € 15
ISBN 978 90 6369 276 6
May 09 2012
Indie Brands has been nominated for a European
Design Award. The book, which was designed by Studio Kluif and
Supernova, has been nominated in the category Best Book Layout. In
light of this joyous occasion Studio Kluif made this video.
May 03 2012
Indie Brands has been nominated for a European Design Award. The
book, which was designed by Studio Kluif and Supernova, has been
nominated in the category Best Book Layout. The award ceremony will
take place late May in Helsinki, the European Design Capital
April 03 2012
INDIE BRANDS: The Denim Edition
- Where Indie and Heritage Meet -
Indie Brands, the event, is back and this time we
delve into the world of denim. Expect an evening with even more
inspirational lectures, creative entrepreneurs and plenty of eye
candy from brands like Ikku, Twin Couture, Koi Jeans and Fromanteel Watches. Other
guests include fashion curator Nienke Bloemberg (Centraal Museum),
Willa Stoutenbeek (W. Green) and James Veenhoff (House of
Following the highly successful first edition of the Indie Brands
Event on December 22, 2011, we’re back with a smaller, but
equally interesting event. The theme of the upcoming Indie Brands
event will be denim, but the scope of the conversation will be much
broader and of interest to all those with a love
for indie entrepreneurship. Independent brands – from
jean labels to organic lifestyle brands – will come together
in ‘denim city’ Amsterdam to share ideas, talk business
and inspire creatives and other indie entrepreneurs in the
Is there room for indie brands in the highly saturated denim
market? Can you even call yourself indie when you’re working
with a heritage-rich product like denim? And who is coming out on
top in the race for innovation: the corporate giants or the under
dogs? And why is that?
The Indie Brands Supermarket is also back. Here you can buy the
Indie Brands book as well as (denim) products by different indie
brands and labels.
Date: Thursday, May 10, 2012
Location: Pakhuis de Zwijger, Amsterdam
Tickets: 10 Euro
BUY TICKETS HERE
An initiative of
Paperdoll Writing and Pakhuis de Zwijger.
Indie Brands is an English-speaking event.