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Our Customer Validation recap is here!

Our Customer Validation recap is here!

Earlier this year, we made the announcement via our instagram that we were participating in Braventure's Customer Validation Program. Our goal? To learn how to professionalise our start-up and to gain more focus on what products and services to develop first. Here's a quick recap on the program and how we experienced it ourselves.

Customer Validation Program: The Introduction

The first session was hosted at the Ondernemerscentrum at Avans Hogeschool in 's Hertogenbosch back in September this year. Together with tens of other founders, we learned about the importance of having a vision and were introduced to the start-up framework.

Then, we were given the tips and tools to develop our own so called North Star. You might have already seen ours somewhere earlier, as we went with "We believe in improving lives through Circularity". And while we're at it, we're excited to announce that there's a brand new version of our brand book coming very soon that further explains our vision in detail.

In the weeks that followed, we learned to apply a wide variety of tools with the ultimate goal of finding a (1)customer with a (2)problem big enough for which we can offer a (3)solution the customer (4)is willing to pay for. 

At the end of the introduction program, we then reached out to the trainer to find out more about the possibilities of signing up for the advanced program. Within this program, each start-up would receive personal and in-depth feedback and guidance during the so-called customer discovery phase.

Advanced Customer Validation Program

Not long after we signed up, we received the news that we had been selected in the Advanced Program together with nine other start-ups. The reason that we were selected was because we already had quite a bit of evidence that we were onto something interesting with our Augmented Reality T-shirts and that we already received active support from Schijvens.

The program continued online, as the second wave of covid-19 hit, but that didn't limit us in doing further research. The program started with the assignment for us to conduct user interviews with fashion professionals to find a problem big enough to solve. Easier said than done, we realised.

Because Circularity is still relatively a new concept, we first explored the landscape and identified the circular value chain within fashion & textiles. We conducted over twenty user interviews with various fashion professionals with different roles and backgrounds.

This might sound like quite a bit, but honestly, it is just the start as we're looking to keep doing these interviews in the months to come.


In the end we concluded that there are currently three areas that pose operational challenges for professionals striving for circularity within fashion & textiles: 

  • Customer Engagement
  • Reverse Logistics
  • Recycling Technologies

Our next steps, therefore, will be to dive deeper into each problem area to look for the root causes of these challenges.

In order to do so, we will continue with our user interviews, but will now split our interviews into three different focus area's. Lastly, we have started our preparations finding a fashion/tech accelerator program that can help us further, once our problem(s) have been identified.

In case you'd like to receive the report on our research, feel free to reach out to info@candour-clothing.com and we'll make sure to send you a copy!



It is about time..

It is about time..

It has been five months since our website went online and since we started our pre-launch campaign. After some hectic weeks with a few delays, we're happy that we managed to deliver the pre-ordered products at your doorstep(s). 

Now, we've taken some time to share some more of who we are and our personal motivations in starting Candour.


Describe yourself in three words:

Enthusiastic, Optimistic, Idealistic

What did you do before Candour?

After obtaining my degree in Industrial Engineering, I briefly worked in the field of Supply Chain Management. During these few years of employment, I relatively quickly realised that my interest was constantly drawn towards new technologies & concepts. Deep down I knew I had to start something myself someday.

What inspired you to start Candour?

When the fires set the Amazon Rainforest ablaze in 2019, I wanted to do something about it. I started with an idea to design and sell T-shirts to generate some profit which I could then donate to charity. Upon receiving the first samples, I realised I didn’t know anything about the origin of the product. Somewhat familiar with the social- and environmental challenges of the fashion industry, I knew I had to do more research before I could start selling, so I went down the rabbit hole.

What do you think of the current state of the fashion industry?

I think it has grown into a state where it is now fundamentally broken. We know it causes tons of waste and allows for severe social issues to keep existing, but yet we seem to buy too much of what we want, and not what we truly need.

Why Candour?

I believe that with the fundamentals of circularity, the right use of technology and the active involvement of the consumer, we can create momentum within our society towards a new way of perceiving fashion.



Describe yourself in three words:

Fast-learner, Pragmatic, Slightly-chaotic

What did you do before Candour?

With a background in Communication & Multi-media Design, I have worked on several projects that involved data-driven design. During these projects, we applied software models to generate a functional design. For example, we used body size measures as input to generate the dimensions of the perfectly sized, ergonomic chair.

What inspired you to start Candour?

I’ve always been interested in the field of fashion and design from a consumer perspective. When Haiko called me on a Sunday afternoon and elaborated his idea, we instantly felt it would be a great fit to combine our efforts. 

What do you think of the current state of the industry?

I think we have lost the connection with the true story and true value of the products we buy. As a result, we keep buying too much junk and throw it away too quickly. I think we need a shift towards an industry where we buy products that last and products that can be recycled accordingly at the end of their lifecycles.

Why Candour?

I am fascinated by the fields where technology and fashion overlap and where we explore the boundary between physical and digital product experiences. It allows me to combine my variety of interests within one specific concept.