Designing opportunity, equality, and dignity: the Social Label Project
Founded in 2011, Social Label was conceived first and foremost as a “work concept”: an economic model that values individual abilities and leaves no one behind.
The term “inclusion” has become a buzzword nowadays. A concept often invoked in today’s society, but one that grows ever more distant from actual practice. An aspiration, an ideal, a guiding principle, or just a slogan? The Dutch project Social Label has taken this word, turned it into a mission, and ultimately translated it into concrete action.
Founded by Petra Janssen (Studio Boot) and Simone Kramer (C-mone) in 2011, Social Label is a Dutch initiative born from a sense of urgency: the need to build an economic system where no one is left behind. An ambitious goal, grounded in tangible results, real achievements, and practical collaboration.
From this vision, the idea evolved into a multifaceted project, a new concept of work, a design brand, and an active community. Janssen and Kramer began working with the care, education, and reintegration sectors, initiating practical collaborations that continue to bridge the gap between the world of work and opportunities and those who struggle to access them.
The Social Label Shop
The development of individual potential and the creation of value should be central to every government policy. Social Label believes that art, culture, and design can make a meaningful contribution to this cause. Its product lines represent the tangible expression of this commitment and offer a real contribution to increasing employment opportunities while celebrating human value.
On the online platform, it is possible to discover and purchase the very first Social Label product: HOUT, a collection of wooden furniture designed by Piet Hein Eek in collaboration with the makers from the Woodworks workshop. This workshop was part of the 2011 edition of the Huttenfestival De Vlek — an experimental working village built by designers, architects, and artists in cooperation with local organizations.
By calling on designers, companies, and governmental organisations, the Social Label shop today features over 50 socially sustainable design products. Crafted in Dutch ateliers and workshops affiliated with it, each product line fosters a strong connection between renowned designers and social welfare workers.
These valuable collaborations offer designers the opportunity to expand their portfolio through a unique partnership rooted in human dignity, slow design, sustainability, and care. For the local makers, it’s a chance to put their talent into practice and return it to society through meaningful, beautiful objects. Indeed, Social Label’s work is guided by the belief that creating objects with both functional and aesthetic value is essential, not only for society as a whole, but especially for those who are distanced from the labor market. This is what they call socioeconomics.
Social Label Headquarters
Besides the online platform, their headquarters, the Werkwarenhuis is a place where ideals give rise to social movements and take shape through concrete projects. Located in Den Bosch, Netherlands, this unique space is where local makers, designers, and the public find common ground: artisans are encouraged to express their creativity and skills, designers face new challenges, and visitors are invited to discover and be inspired.
Converted from former grain silos and water towers, the concept store is a central feature of the headquarters. Here, visitors can purchase socially sustainable products, directly supporting the mission and contributing to the ongoing development of the project.
The Werkwarenhuis is also a place where people can truly experience the Social Label product lines. The building houses the Van Aken restaurant, which is fully furnished with Social Label projects, including tableware designed by Edwin Vollebergh, seating by Piet Hein Eek, a backrest cushion by artist Marc Mulders, and more.
The headquarters then serves as a space for social reintegration, offering people the opportunity to gain work experience as hosts or hostesses, whether in the concept store or at the Van Aken café and restaurant inside. Once again, a tangible contribution to the driving cause.
From the Netherlands to Milan Design Week 2025
The most recent Milan Design Week offered an important stage for new and urgent conversations.
“The Pink Cloud – Coffee, Cookies & Debate by Social Label”, held in the Isola Design District, was the initiative presented by Social Label. Featuring an installation by Studio Boot, the event created a platform to reflect on the growing divide in our society and the need to foster collaboration between businesses, governments, and designers.
The initiative invited visitors to explore innovative solutions and get inspired by existing success stories, showing how meaningful design can truly drive social change.
