OUR STORY
WEARtheLABEL was founded in the Netherlands in 2020 by Anne-Roos Verheijen. ARV are the initials of the creator, but also stands for the Artistic Reused Value. The focus of the company is combining Art + Fashion. The brand positions itself in the fashion industry through a focus on upcycling: giving existing garments a new life by transforming them with hand-painted designs and custom creativity. By doing so, WEARtheLABEL reduces textile waste while offering unique pieces that can been seen as wearable art.
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Each garment is carefully reimagined as a canvas. This uniqueness allows customers to wear a piece that truly reflects their creative self-expression. The concept also offers personalization: customers can choose from existing designs or share their own ideas, making it possible to co-create a custom-made work of art based on your own creativity. The brand is build on three key values that shape the identity of ARV.
gepersonaliseerde kleding
BE CREATIVE
BE ONE OF A KIND
BE SUSTAINABLE
every garment has an artistic expression.
open for inspiration to customize your design.
each design is unique, personalized products
reusing pre-loved clothing, shift the way we use fashion
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In 2025, the company is taking the next step with a rebranding to ARV the Label, launched in Copenhagen, Denmark,
a global hub for sustainable fashion and design. This transition marks the evolution from a local Dutch brand into an international label, while staying true to its foundation of creativity, uniqueness , and sustainability.
this is me, arv
I founded WEARtheLABEL on March 18, 2020. At that time, I had just completed secondary school and was taking a gap year to follow the Business Fashion Academy in Eindhoven, where I explored new concepts in fashion and design. My passion for both fashion and drawing has been present since childhood. Together with my grandmother, I loved creating outfits, and her creativity became an early source of inspiration for me.
One of my first sketches was made during an art class in VWO 5. This became the design called “Call On Me”, which I later painted on a sweater. When that sweater started attracting attention, I began creating more designs, launched an Instagram account, and brainstormed the brand name together with friends. Sales quickly followed through social media, which marked the beginning of WEARtheLABEL. Today, the journey has evolved into ARV the Label. After completing the Business Fashion Academy, I continued my studies in Entrepreneurship and Retail Management at Utrecht University of Applied Sciences. I am now in my final year and currently based in Copenhagen, Denmark, where I study at Copenhagen Business Academy (EK) as part of my minor. Here, I follow courses in International Marketing, Visual Branding, and Sustainable Business, which connect directly to the growth and international direction of my brand.
What started as a creative idea during a drawing lesson has grown into a sustainable fashion label that combines art and clothing. Every piece remains true to its foundation.
love,
