Eindhoven couple Astrid van de Vijfeijke and Jurgen van der Sanden share their journey from a vinyl shop to creating a thriving clothing brand focused on unique designs and sustainability.
Astrid van de Vijfeijke and Jurgen van der Sanden, a couple from Eindhoven, are the creative forces behind the clothing brand 4funkyflavours, which they co-founded in 2009 along with partners Michael Schakenraad and Hanneke Reijnen. With a focus on unique, funky designs that hearken back to vintage styles, 4funkyflavours has developed a dedicated following over the years in the competitive fashion industry.
The brand’s origins trace back to the couple’s previous venture, Rare Records, a well-known vinyl shop in Eindhoven that served as a gathering space for local DJs until digital downloading significantly impacted sales in the late 2000s. “That caused a big part of our market to disappear,” Astrid recalls. After closing the music store, the couple set their sights on the clothing industry after noting a gap in the market. “Entrepreneurship is in our blood,” Jurgen articulated, noting that the couple wanted to offer children’s clothing that was more exciting than the options typically available which often mirrored adult styles in smaller sizes.
After much contemplation, the duo embarked on their new fashion venture, starting by designing sketches and sourcing suppliers. “By 2010, we had our first collection,” Astrid stated, which initially targeted infants but quickly expanded to older children’s sizes and eventually included women’s dresses in response to observed consumer needs. Jurgen noted the increasing demand for men’s clothing, remarking that men typically exhibit brand loyalty, simplifying their shopping experience.
The brand has spent considerable effort to ensure that their operations prioritize sustainability. Jurgen described early experiences visiting factories, stating, “I remember visiting factories in Turkey for the production of our first collections. We didn’t feel good about the working conditions we saw there.” This prompted a shift to working with smaller manufacturers in China, reinforcing their commitment to ethical production practices. They maintain strong relationships with their suppliers, often visiting them to ensure quality and to build trust.
Despite the challenges of the competitive fashion market, including navigating the impacts of the COVID-19 pandemic, 4funkyflavours has reported impressive growth. The pandemic, which forced many retailers to pivot toward online sales, played to the company’s advantage as they had already established a digital presence. Jurgen explained, “Our luck was that we had already focused largely on the online market by then.” Post-pandemic, however, the company has noticed a decrease in the number of sales points, especially after initial discussions to partner with major retailers like Macy’s.
As they approach the fifteen-year mark, the founders are preparing for a significant transition in their operations. Currently managing their webshop from a large warehouse in Eindhoven’s industrial area, the company plans to relocate their distribution to Modexpress in Helmond this spring, aiming to improve logistics and customer satisfaction. Jurgen explained, “The majority of our collection will also be housed there… but in the long term, we do want to find a new place in Eindhoven.”
The brand maintains a distinctive aesthetic, influenced in part by the founders’ background in music; many garments are named after songs, a nod to their musical roots. Their collections often generate buzz, as illustrated by an anecdote shared by Jurgen regarding a clothing item that was deemed too controversial for sample distribution. The couple emphasizes the importance of their origins, with many pieces maintaining a timeless quality that they believe resonates with their audience. Astrid noted, “What I find fun is seeing pieces from collections years ago still regularly out and about in the streets.”
Despite their success, Jurgen and Astrid acknowledge the inherent challenges of the clothing industry. “Success is not a given,” Jurgen stated, reflecting on the unpredictability of fashion retail, where even established brands can falter. The pair remains hands-on, actively participating in the entire range of business operations, from design to order fulfillment, often getting help from their children as models.
Going forward, 4funkyflavours aims to strengthen its position in the market while improving operational efficiency and scalability. As they prepare for the upcoming changes, the brand continues to earn recognition as a unique player in Dutch fashion, combining a dedication to funky design with sustainable business practices.
Source: Noah Wire Services
