Fashion is one of the key means of expression for young people and Amsterdam is the fashion capital of Holland. All the parties involved intend to make New West the sparkling fashion centre of the city. At present, the New West area has a high percentage of unemployment. But this will change in the next couple of years. The residential areas that were built after the war will be transformed into brand new urban areas. The most important component for the future development of the area is the neighbourhoods’ youth. The Pal West Fashion Studio project wants to help these youngsters discover their hidden talents.

Since mid-January a team of 39 youngsters, age 14 to 17, from the western part of the city, have been working 3 times a week with 10 designers at the fashion studio in Osdorp. Together they work on designing clothes as well as developing communication, marketing and business concepts for the brand. What is distinctive about this project is that all partners have agreed upon investment in long-term solutions. This is the main reason for establishing the Pal West fashion studio corporation. The most important task of the corporation is consolidating the viability of the project.

The Pal West fashion studio wants to add an impetus to the advancement of opportunities for youngsters on both an economic, cultural as well as a social level. The project aims to create employment opportunities and offer future perspectives for young people. It will strengthen the fashion industry and will contribute to a positive image of the Amsterdam New West area.