‘The first design was made of groundsheet and yellow wool’

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It’s time to place a model new mannequin into the spotlight. This time FashionUnited spoke with the founding father of the model new mannequin Fowl. Anja Fijma has designed a “raincoat for the bag”: the Fowl Cowl.

The journey of the Fowl Cowl began some eight years up to now, Fijma tells FashionUnited by phone. “On the time, I had bought a really good suede bag. I seen that I discovered it annoying that I used to be depending on the climate whether or not or not I may take my bag with me. If it rained, I didn’t take it with, as a result of rain is just not good for a suede bag. There have to be one other method, I believed. I had an previous piece of groundsheet, yellow wool and a darning needle in my basement. From these I made my first prototype: a rain cowl. In 2020, there was the monetary alternative to take the design and model into the world. My first dream got here true.”


The covers are made in studio Tailors Collective Amsterdam. “The Fowl Cowl is product of PU, a recyclable cloth,” explains Fijma. “The duvet consists of two opposing layers. This makes the Fowl Cowl a hundred percent water repellent, but additionally breathable. In any other case, condensation would happen.” The sizes of the Fowl Covers embrace small, medium and large and may be present in 4 colors: clear, black, darkish blue and darkish inexperienced. “As well as, there may be the potential for requesting a personalized Fowl Cowl. That is as an example meant for purchasers with a bag in a particular form.”


When Fijma is requested in regards to the mannequin’s signature attribute, the reply is transient and sweet: “The model stands for defense.” “Fowl is the English phrase for hen,” Fijma further explains. “When a hen has a chick, it protects them by wrapping its wings round them. The Fowl Cowl is basically a hen watching over the bag. As well as, Fowl goes past that: it additionally stands for defense of ladies.” Fijma’s second dream is to protect women and provide them with a higher future. “For my part, girls who come from a troublesome state of affairs are forgotten by the federal government. I need to have my Fowl Covers made by these girls and provides them a serving to hand on this method. As well as, I’m establishing the Fowl Basis.”

Fowl Basis

The company is at current engaged on organising the Fowl Basis, to help current women with a higher future. The inspiration targets to fund retraining for women in troublesome circumstances. “Suppose, for instance, of ladies who come out of the ladies’s commerce,” she explains. “I need to prepare these girls to be seamstresses, for instance, in order that they’ll get a job in a workshop. The ladies can be educated on the Tailors Collective Amsterdam.” This retraining contains costs. Ten p.c of every cowl purchased goes to the Fowl Basis. “The Basis can be arrange in a very moral method. Ultimately there can be a Fowl atelier the place the educated girls can work. Within the Fowl atelier, all Fowl merchandise can be made,” Fijma explains. “The Fowl Basis should include three administrators. I can’t be part of it myself. I’m nonetheless in search of a treasurer.”

Target market

“Fowl is for anybody who has a bag that’s worthwhile to somebody. Whether or not it is a bag of 4 or 4000 Euros.”


The Fowl Covers may be discovered by the webshop. As properly as, the mannequin is purchased at Azzurro Due and Iconic Studios in Amsterdam. Fijma hopes for retail development: “As a result of pandemic, we have not had that chance but. Fowl is an Amsterdam-based model, so I need to be in shops in Amsterdam. Happily, I’ve been in a position to make fairly a number of gross sales by Azzurro Due. There folks get an opportunity to see, really feel and check out on the product. There’s extra consideration for the Fowl Covers from overseas, primarily from Italy and Spain. I attain my international clients by my Instagram account, which has nearly solely international followers.”


“For now, I’ve targeted on the upper phase with retail costs starting from 139.90 euros to 159.90 euros a bit. The costs are excessive, however I hope to succeed in the center phase and never solely have clients with designer luggage. My expectation is that if the Fowl Cowl is picked up within the greater phase, the center phase may also present curiosity,” Fijma talked about on the telephone.


A quick-term goal is to generate further consciousness and further components of sale. Fijma says she is busy approaching press companies and boutiques to fulfill this purpose. “As well as, I want to open a lot of pop-up shops in the summertime, if the restrictions allow that.” In the long term, Fijma can be enthusiastic about growing the product fluctuate. For occasion, think about a raincoat or a jacket for the canine that matches the Fowl Cowl. With development of merchandise, I hope to have my very personal retailer in Amsterdam, she continues. “I need to conquer the entire world with my merchandise. I’d like to see Fowl merchandise at locations just like the Bijenkorf, Shoebaloo and Selfridges.”

Learn further about Fowl on the brandpage: fashionunited.com/companies/hen

This textual content was beforehand printed on FashionUnited.nl and translated and edited by Sonja-Maaria Nikula.

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