Rediscovering My Passion: How Missing a Creative Outlet Led to the Relaunch of JANBOELO, a New Adventure in Sustainable Fashion
Fashion has always been more than just a career for me; it’s a medium of self-expression, a way to connect with people, and a tool for empowerment. In this blog, I want to share my journey—how I fell in love with fashion, the challenges I faced, why I took a step back, and what inspired me to return with a renewed passion and vision. This is not just about the relaunch of my clothing brand, JANBOELO; it’s about the heartbeat of my creativity and the purpose behind everything I design and it’s sustainability.
The Beginning: A Spark Ignited by Edgar Vos
I still remember the moment I realised fashion was my calling. Meeting Edgar Vos, one of the greatest Dutch fashion icons, was transformative. It wasn’t just his work that fascinated me; it was his passion, his attention to detail, and the stories he told through his designs. That encounter planted a seed in me, urging me to explore the world of exquisite craftsmanship and creativity.
My journey truly began when I decided to study Fashion Design at the HKU (Hogeschool voor de Kunsten Utrecht). I immersed myself in the artistry of clothing, pushing boundaries and finding my voice in the competitive world of fashion. My hunger to learn led me to incredible opportunities, including internships with legends like Jan Taminiau, Paul Schulten, and Balmain in Paris. Each experience shaped my understanding of what it means to create exclusive fashion that resonates deeply with people.
Why I Founded JANBOELO
In 2010, I launched my own label, JANBOELO, with a clear mission: to create bold, empowering fashion for those who dare to stand out. I’ve always been inspired by contrasts. My designs reflect a fusion of rock and gothic influences with clean, modern lines. For me, fashion is a way to channel strength and self-confidence, particularly for women, but also for men. I want every person wearing my designs to feel powerful, authentic, and entirely themselves.
Crafting Stories Through Design
Every piece I create is more than fabric and stitching; it’s a story. My collections draw inspiration from music—particularly the raw energy of rock and grunge from the ’80s and ’90s. There’s something magical about translating the spirit of a guitar riff or the defiance of a grunge anthem into a jacket, dress, or coat. But it’s not just music; the Groningen landscape, with its open skies and serene beauty, also influences my work. This contrast between rugged power and understated calm defines my brand.
Taking a Step Back: The Importance of Reflection
After years of intense work, I found myself questioning the pace and direction of the fashion industry. Overproduction and the relentless cycle of fast fashion felt at odds with my values. I’ve always believed in sustainable fashion, focusing on quality over quantity. So, I made the difficult decision to pause, reflect, and reimagine what JANBOELO could stand for.
That pause was transformative. It allowed me to reconnect with my roots and rethink how I could make a meaningful impact. Stepping back wasn’t easy, but it was necessary. I travelled a lot during this break, amongst others to Karamoja in Uganda, and it were those journeys that gave me clarity about what truly matters: creating timeless designs that celebrate authenticity, individuality, and craftsmanship.
You can read how Karamoja shaped my vision here.
Why I’m Relaunching JANBOELO
Fast forward to today, and I’m thrilled to announce the relaunch of JANBOELO. This time, it’s more than just a brand; it’s a platform for storytelling and connection. One of the most exciting aspects of this new chapter is my collaboration with Jo Luymes for Luymes&Drenth. Together, we’re exploring uncharted creative territories, offering not just fashion inspired by travels, but also art, cultural souvenirs, and products crafted by communities in empowerment programmes.
The relaunch embodies everything I’ve learned: the importance of sustainability, the beauty of storytelling, and the power of collaboration. It’s about celebrating life, creativity, and the courage to dare.
What Drives Me: Passion and Purpose
Fashion is my passion because it’s deeply personal. It’s not about trends or seasons; it’s about creating something meaningful. For me, fashion is a way to empower people. When someone puts on a JANBOELO piece, I want them to feel unstoppable, like they can conquer the world.
I’m also driven by the idea of connecting worlds. Through my travels, I’ve discovered so many beautiful cultures, each with its own stories and artistry. Incorporating these influences into my designs is my way of honouring them and sharing them with the world.
Why Now? The Call of Creativity
Taking a break taught me one crucial lesson: creativity doesn’t fade; it evolves. Even during my pause, ideas kept flowing. The call to create never left me. Now, with a renewed vision and fresh energy, I’m ready to build something extraordinary. The world is changing, and I believe fashion can play a powerful role in shaping conversations about identity, sustainability, and empowerment.
What have I learned?
If there’s one thing I’ve learned, it’s this: never stop pursuing what sets your soul on fire. Whether it’s fashion, art, or any other passion, the journey is always worth it. My hope is that JANBOELO inspires others to embrace their uniqueness and dare to dream big.
As I relaunch my brand JANBOELO, I invite you to join me on this journey. Explore the stories behind each design, discover the beauty of cultural souvenirs, and immerse yourself in a world where fashion meets art and travel.
Conclusion: The Next Chapter
This fresh start for me is a celebration of creativity, resilience, and the courage to evolve. JANBOELO is for those who dare to be different, for those who cherish authenticity, and for those who seek beauty in every corner of life.
