MADH X AMFI

At MADH responsibility strategy has always begun with one

core belief: the future of fashion must be shaped with the next

generation, not for them.

To bring this vision to life, we partnered with AMFI – Amsterdam

Fashion Institute and their student collective. Together, we co-

designed a series of digital workshops exploring a central

question:

“What defines a responsible fashion brand today?”

Throughout multiple sessions, AMFI students contributed directly

to the development of MADH’s responsibility strategy; challenging

and expanding our understanding of what a conscious denim

brand can be.

This collaboration continued with a year-long academic project in

which students conceptualised and designed a fully responsible

denim start-up—with a maximum investment of €400K and the

same product architecture as MADH Jeans. Their business cases,

brand visions, and responsible design decisions brought new

perspectives and bold creativity into the sustainability

conversation.

We are proud to learn with and from the next generation of fashion

thinkers, and we look forward to expanding this impact-driven

partnership.

DIGITAL FABRICS

As a complement to physical textile swatches, fabric fairs and prototype samples MADH is leading a project on digital fabric development together with Calik Denim and AMFI (amsterdam fashion institute). Digital versions allow us to quickly simulate appearance and try out ideas with less environmental impact. As a complement tool, it provides quality fabric data and ideas for actual looks.