From a suitcase full of samples to ‘Dopamine Dressing’
This year, the Amsterdam-based fashion brand Catwalk Junkie celebrates its 15th anniversary. What once started with a suitcase full of samples and a strong drive to prove themselves has grown into an established name in the fashion world under the motto “Carefree meets Funky.” We spoke with founder Marieke and commercial director Tommie about their unique dynamic, the importance of intuition, and their innovative approach to dressing Dutch women.
How it all started
Marieke founded the brand in 2009. There was no fancy office, just a huge passion for fashion and the thrill of creating the perfect outfit. The brand name itself is a nod to that positive addiction. “I first worked for a menswear label, but my heart was always in womenswear,” Marieke explains. Their first big hit was a T-shirt with a slogan so bold that it instantly gained cult status in Amsterdam. For the past two and a half years, her partner Tommie, with whom she has been in a relationship for 18 years, has officially joined the company to lead the commercial side of the business.
The perfect balance between data and intuition
Within their compact team of ten people in Amsterdam-Noord, the roles are clearly divided: Marieke oversees the creative process and the collections, while Tommie focuses on positioning the brand in the market. “It’s a natural division,” Tommie explains. “Where Marieke sometimes makes decisions based on intuition, I tend to focus more on facts and data.” Marieke adds: “I’ve learned that my intuition is often my best compass, especially in fashion where trends are fleeting. I’d say it’s 60% data and 40% intuition.”
Carefree & Funky: Dopamine Dressing
Catwalk Junkie is known for its prints and bold use of colour, also referred to as ‘Dopamine Dressing’. At a time when ‘Quiet Luxury’ (minimalism without logos) dominates the fashion landscape, the brand remains true to its rebellious and distinctive identity. According to Marieke, an item without a print does not have to feel soulless; it is ultimately the wearer who brings it to life. “Dutch women actually love colour; it adds emotion, like the happy feeling that yellow gives you.”
Innovation in the spotlight: The perfect jeans
One of the brand’s most remarkable recent developments is its denim line, specifically designed for Dutch women. Marieke noticed that jeans were often too short or did not fit properly around the back. That is why Catwalk Junkie jeans are made longer and feature unfinished hems. “There’s a QR code on the care label that you can scan to see how to cut the jeans to the perfect length yourself,” Tommie explains. This perfectly aligns with their carefree philosophy: making life easier for the customer.
Sustainability and the future
The brand is also making progress in the area of production. Approximately 50% of the collection is now produced using digital textile printing, a technique that saves 90% of water compared to traditional screen printing.
To celebrate its 15th anniversary, the brand is returning to its roots this year with a tour across the Netherlands. “We bought a screen-printing press and are visiting retailers where customers can have their own T-shirts printed on the spot with unique quotes such as ‘I’m late, I saw a cat,’” Tommie says enthusiastically.
Innovation on the street: The ‘mini factory’ in Amsterdam-Noord
One of the most unique aspects of Catwalk Junkie is its ability to respond rapidly to market demand, thanks to a special atelier located further down the street from their headquarters in Amsterdam-Noord. Tommie jokingly refers to it as their “mini factory”: a small production line they regularly turn to with new ideas or stock challenges.
For example, when demand for ‘Jorts’ (long denim shorts) suddenly spikes while stock levels of long jeans remain high, they have the jeans locally altered into shorts. “We test one sample, fit it, and if it works, the entire batch can be adjusted,” Tommie explains. This approach ensures that inventory never sits around unnecessarily and allows them to continuously offer customers something “new” without wasting additional raw materials. It is a form of sustainable entrepreneurship that perfectly reflects their flexible and unconventional character.
Special collaboration: Marie Marie x Catwalk Junkie
Since early May, a unique collaboration has been available in stores: a collection created together with Dutch brand Marie Marie, which specialises in hand-crocheted accessories. For Marieke, this was a conscious choice because of the social story behind the brand. “They work with a community of women who handcraft the products one by one; it’s a beautiful story that we as a brand are proud to support,” she explains.
The collaboration combines the strengths of both brands: Marie Marie’s iconic designs have been reimagined in Catwalk Junkie’s seasonal colours, such as blue and green. The collection consists of crocheted bags and matching bag charms shaped like bananas and oranges, directly referencing the prints used throughout the clothing collection. Because everything is produced locally in the Netherlands, the process is rooted in true craftsmanship. Tommie adds: “It’s a form of slow fashion that really strengthens our collection and allows us to offer something unique and limited.”
The most important lesson: The heart behind the collection
After fifteen years in the fast-moving fashion industry, the duo’s most important lesson is crystal clear: a good product is only the beginning; ultimately, it is all about the human connection. Tommie, who oversees the commercial side of the business, discovered that sincerity and strong relationships built on trust with retailers form the foundation of their growth. “The collection is one thing, but the partnership is another,” he explains. “Once that balance is right, customers turn into fans.”
For Marieke, the biggest lesson has been learning to trust her own instincts. In a time when everything is measurable, she discovered that her intuition often spotted trends before the data did. That bold, independent mindset is exactly what continues to keep Catwalk Junkie relevant after all these years. The ultimate lesson they hope to share with every woman is captured in their brand motto: “The less I care, the better I feel.” It is a reminder that fashion is not just about trends, but about the freedom to be yourself and to feel good in your “second skin” every single day.
