The Oilily story

OILILYs clearly identifiable look was created several years ago in 1966, Marieke Olsthoorn-Roosen, who was a student teacher of Pattern-Drawing and Textile Design, became the companys Creative Manager. She developed Oililys distinctive signature features, thereby founding the characteristics of the company. She found her inspiration in various traditional costumes from various countries, including the bright colours of the Dutch tradition as well as the exuberant colours of Indian saris and Korean bridal robes. In essence, Oilily was originally a response to the boring, monotonous childrens clothing then dominating the market. At that time, mass-produced ready-to-wear clothing that left much to be desired, in terms both of quality and of creativity set the tone. But there simply was no alternative at that point in time. This made it the perfect time for a collection that would meet the needs of the consumers. The introduction of the Oilily collections at the European shows started a revolution in the realm of childrens clothing. The collections were received with scepticism and derision by the critics. The consumers, in contrast, were very enthusiastic. In 2009 the Oilily company went into administration. Sold 7 years earlier by the original founders, they were heartbroken by the demise of their beloved brand. The opportunity arose for them to buy back the brand name and without hesitation they did so. The brand name will now become part of the Room Seven company, which was started by the Oilily founders daughter Brecht Olsthoorn. We will now look forward to the re launch of Oilily in Winter 2010, bigger, better and back with its original family company roots. Proofing that you can kill a company but never a good brand.