New StoreNew Store

Hairclippings
All the hair will be collected throughout the Design Week and transported to Brightlands in the Netherlands, where Human Material Loop processes it into innovative and natural yarn.

We need at least 3 centimeters of your hair
Your hair needs to be long enough for it to be processed properly.

Hairdresser
Your hair will be cut by local and experienced hairdresser Alberto Fucci of Fucci Hair.

No washing
We won't be able to wash your hair, but our hairdresser will make sure you leave New Store looking great and stylish.

By booking an appointment at the New Store 2.0 by the Nieuwe Instituut, you are agreeing to participate in our hair recycling initiative in collaboration with Human Material Loop. This means that any hair cut during your appointment may be collected and recycled for textile development purposes by Human Material Loop. Please note that no DNA tracing or testing will be conducted on the collected hair, and your personal information will remain confidential. Also note that no DNA can be found in cut-off hair to trace an individual back, as all follicles are destroyed during the processing by Human Material Loop. If you do not wish to participate, please refrain from booking an appointment at the New Store 2.0. For more information about Human Material Loop and their mission to lower emissions in the textile industry, please visit their website.