Behind the Brand: Baukjen
What if we gave you a wardrobe that came ready with easy-to-wear everyday essentials such as sleek blouses, slouchy trousers and soft hoodies? Sprinkle that with a flurry of dresses in grown-up florals and subtly sultry animal prints, and you've got a dream collection, made better only by the fact that it was sustainably made. This isn't a dream - it's the very real range at Baukjen, loved by customers around the world. We sat down with Baukjen de Swaan Arons, founder of this eco-conscious family business.
By Sascha Camilli writer, speaker, activist, and vegan fashion expert.
Born in Amsterdam and raised in London, Arons runs the brand alongside her husband Geoff. In fact, their sustainability awakening was a joint one - both fashion industry professionals, they came to the realisation during a walk with their dogs, Popcorn and Chief. "We were out and we had this moment of realisation that we were working in one of the most polluting industries in the world. That hit hard. When we entered the fashion industry, we didn’t know the extent of its impact. But once we saw it clearly, we couldn’t unsee it."
An overhaul of the brand followed. "We knew we had to do everything we could to make fashion more planet- and people-friendly. The likelihood that we’re all going to stop wearing clothes is zero, so the next best thing is to completely rethink how we make our clothes and from what. We started turning over every stone in the business, reviewing fabrics, trims, processes etc. We’ve come a long way since then, but there’s still so much more to do. Sustainability is a never-ending journey. One we’re fully committed to." As a result, Baukjen is a certified B Corp and has won a United Nations Climate Action award in 2021.
The commitment to sustainability runs deep: aside from working with materials such as organic cotton and ECOVERO sustainably made viscose, this brand never loses sight of the details. In 2018, Baukjen became the first premium UK fashion brand to remove plastic from its packaging. Today, the effects of that move are evident.
"We have enabled the removal of over 2 tonnes of plastic from our total 2024 customer orders," says Arons proudly. "Today, all our packaging is 100% plastic-free, fully recyclable, and predominantly made from recycled, biodegradable, and responsibly sourced materials. Working with specialist suppliers, we have created packaging that is not only beautiful and functional but truly designed for good, making it easy for our customers to reuse, recycle, or even home compost."
Prolonging the lifespan of garments is at the heart of Baukjen's philosophy - in fact, the brand hosts a pre-loved section and offers alterations and repairs. "Longevity really matters to me," reflects Arons. "I have lots of pieces that I’ve owned for years. One of our principles is buy less, buy better. I truly believe in that. My mother’s generation came from a culture of repair - if something broke, you’d fix it. That mindset has stuck with me. It’s not just nostalgic; it’s necessary. We have a responsibility to the planet to extend the life of the things we own and wear. Every time we repair, alter, or rehome a garment, we reduce waste and show respect for the resources that went into making it."
Today, Baukjen is still a family-run label, with the couple at the helm and their children Oliver, Sebastian, and Pippa, are part of what inspires Arons to keep creating. The the feel of family runs through everything the brand does. "I’m not quite sure what it would feel like not to be a family brand," says Arons. "I’ve never known it any other way. This isn’t a nine-to-five job for me. My husband works in the business, and my children have grown up alongside it. Some of our team have been with us for 15 years or more, and over time, it’s become an extended family of sorts. Because of that, we all care deeply. I think - and hope - that comes through in everything we do, from the way we run the business to the way we treat each other and our customers."
What's a typical day like in Arons' life? The answer is that there isn't one. "One of the things I love most about my job is that I don’t have a typical day. And I love that. I work very closely with our team, which I very much enjoy. One meeting I’ll be discussing the March collection, another meeting doing the styling of an upcoming shoot with our Design Director Natalie, another meeting looking at sales, another one discussing press with our Head of PR Alice and so on. It’s a very dynamic role, and I feel incredibly lucky to do what I love every day. Honestly, I’d do it for free if I had to."
By Sascha Camilli
About Sascha
Sascha Camilli is a vegan fashion writer, speaker and activist. Her book Vegan Style is out now on Murdoch Books. For more about Sascha, you can read our interview with her or read her newsletter Kind Of Wild. You can also follow her on Instagram.
All photos by Baukjen.
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