The concept store aims to raise awareness for sweatshop conditions suffered by garment workers.

On our minds is the exciting new way of communicating labour issues in fashion brought to life by Clean Clothes Campaign The Netherlands. Situated right on Amsterdam’s key shopping stroll de Kalverstraat, the organisation set up concept store ‘Mad Rush’ – your average fashion boutique by the outside look of it, though with a staged sweatshop secret hiding inside. When picking up a garment in-store and requesting to try it on, customers were led into a small, overheated and overcrowded room without windows, where ‘workers’ were silently sewing the garments together by their machines. After getting a taste of sweatshop life, customers were led into another room dedicated to raising awareness of what they as consumers can do to make a difference. We love this clever initiative which must have left a lasting impression on the shoppers. Read more here.

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