A stylish boutique in Amsterdam leads unsuspecting shoppers to a pop-up sweatshop

The Mad Rush is a concept store launched in Amsterdam aimed to raise awareness about dangerous working conditions behind cheap fashion, designed by Schone Kleren Campagne, the Dutch arm of the Clean Clothes Campaign.

The boutique is situated in the busy shopping street of Kalverstraat in Amsterdam. From the outside, it appears like any other well-lit, stylish clothing store. However, once a customer asks to try something on, they’re led into a hellish sweatshop that mimics real world working conditions behind cheap, disposable fashion. Next, an educational hub informs customers what they can do to help.

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