Leafing through HUMANOID’s 26-year anniversary publication, it’s nearly 30 years by now, you see a women’s label maturing in the big world of fashion without so much as a step astray. Without screaming for attention. HUMANOID’s identity feels familiar. That pleasantly unruly early 80s feel always remained: expressive, creative, authentic, but always functional and contemporary.
HUMAN-OID, literally: like a human. And very much like founders Sandra Harmsen and Hans Boelens, creative and financial director respectively of this proto-Dutch global brand. But just the same like the current designer in chief Cecile Bleijenberg who joined the HUMANOID family in 1998. HUMANOID’s strength is that it is a brand like a wonderful person. Two feet on the ground, feeling completely sound and comfortable with yourself, doing what you feel you have to do and above all, having a great time. Freedom. Quality. Here and now.
Every HUMANOID collection originates from this gut sense of freedom, and the feel of the materials. The way they drape, move, how it behaves while treated and how it caresses the skin. Soft, lush fabrics, great qualities. They appear to be worn in and washed, they all match in shades, structures and in layering. Fine cashmere, unstable cotton, suede and leather. Earthly, feminine, comfortable and contemporary. Every collection a continuation of the previous one. A large luxurious wrap scarf, symbolizing the HUMANOID feel, has been a staple from the start.
Nearly 30 years of HUMANOID. It appears so self-evident, which of course it is not. What started with the New Wave gut feeling and Fun Punk attitude of a small collective around Sandra Harmsen and Hans Boelens in Arnhem’s Weverstraat has steadily blossomed into an international fashion conception.
mrs. mo veld
fashion writer
A quick overview:
1981
OPENENING STORE ON WEVERSTRAAT, ARNHEM
START ‘ATELIERS HUMANOID’ LABEL
1983
FIRST CLIENT: ROTTERDAM
1984
FIRST FOREIGN TRADESHOW: DUSSELDORF
SELLING TO NUMEROUS HIGH END SHOPS IN BERLIN/DUSSELDORF/BONN/MUNCHEN/FRANKFURT
1984
FIRST SHOW: DUSSELDORF AIRPORT
1986
FIRST NATIONAL TRADESHOW: MODEFABRIEK AMSTERDAM
BREAK THROUGH SELLING TO DUTCH STORES
1987
FIRST DUTCH SHOW: LUXOR THEATRE ARNHEM
FOLLOWED BY ANNUAL SHOW IN ARNHEM
1988
OPENING STORE LUCIENSTEEG, AMSTERDAM
FIRST CLIENT IN THE USA
1989
OPENING STORE REYKJAVIK
1992
BIG RENOVATION STORE WEVERSTRAAT ARNHEM
2004
FIRST FASHION FAIR: TRANOI PARIJS
NEW SHOWROOMS: ITALY/UK/USA
BREAK THROUGH INTERNATIONAL SALES
2006
FIRST SHOE COLLECTION: HUMANOIDSHOES FW06-07
2007
OPENING NEW STORE IN CHURCH ON WEVERSTRAAT, ARNHEM
2010
LAUNCH HUMANOID WEBSHOP
