“Good afternoon, lovely to see you. Are you familiar with My Lima Lima?”

No sooner have we stepped inside than we are greeted by an impeccably dressed woman who calls herself a “topper”. “We are all helping out in the shop because we’re expecting quite a crowd,” the volunteer says, smiling.

It turns out she is right. On 11 October, at the grand opening of the new flagship store at Frederikstraat 485, fashion lovers flock not only to snap up high-end items but also to meet Princess Laurentien of Oranje-Nassau and her daughter Eloise, Countess of Oranje-Nassau. The duo founded this social fashion concept around two years ago with one clear goal: to maximise profits for charitable causes.

My Lima Lima was originally located in a smaller premises across the street. The new shop can now accommodate men’s fashion as well. Eloise, wearing silver trousers and a white top, accepts a bouquet before walking over. “This is amazing! I’m so touched that people have come from all over the country. I’ve already had some lovely conversations about the impact we’re making. We want people to slow down, touch the fabrics, talk and feel at home.” She smiles apologetically. “Feel free to look around, I’ll be with you in a minute.”

Glasses of wine and detox drinks circulate among the guests. Our eyes catch sight of a Stella McCartney catwalk dress, while above us, where the DJ spins, a garland of elegant shoes — from Ferragamo, Tod’s, Louboutin and Hermès — snakes gracefully through the space. Our colleague Mijke spots a Chanel button fashioned into a pendant and can’t resist taking it home.

Princess Laurentien, also dressed in white, steps aside for a moment amidst the buzz and reflects on how it all began. “It started with my work with victims who, through no fault of their own, ended up in extremely difficult circumstances, both emotionally and financially, particularly in the ‘kinderopvangtoeslagaffaire’ (Childcare Benefits Scandal), a national scandal reminiscent of the UK Post Office case. In 2022, I was looking for creative ways to support young people who urgently needed financial help for daily life and studies. The idea literally came to me in front of my wardrobe: what if I donate all the quality clothes I no longer wear? And what if I encourage others to do the same? Then we can turn unused capital into something useful.”

Turning your wardrobe into a force for good is one thing, but how did you decide which charities would benefit from My Lima Lima’s work?

Laurentien: “It starts with trust. We began with organisations I have known and worked with for many years, whose missions and approaches I deeply value. Marc Dullaert of KidsRights, for example, has been a partner for over 15 years, and the Jeugd Educatie Fonds makes a real difference through schools. Along the way, other remarkable organisations joined us, such as the Giovanni van Bronckhorst Foundation and local initiatives like Stichting Lotje. The common thread is that we choose partners whom we genuinely know. These are people who roll up their sleeves and make change happen, not just talk about it.”

Why did you choose to open this shop in The Hague rather than, for example, Amsterdam?

Laurentien: “It’s the city where we both lived at the time. Frederikstraat has a very special character. It’s calm, local and full of small entrepreneurs who genuinely care. We feel very much part of this community, and we’re proud that the street hosts so many wonderful shops. The atmosphere fits perfectly with what we want My Lima Lima to be: welcoming, personal and connected to people.”

Visitors probably sometimes come in with items from high-street brands, like H&M and Zara. How do you handle that within a high-fashion concept?

Laurentien: “We never let anything go to waste. Some items are upcycled, others go to our amazing partner, Stichting Jacobahof, in the Schilderswijk. A few of our volunteers run a project there called the Weggeefwinkel (Giveaway Shop), where the clothes make others happy.”

And what role do collaborations and communities play in making it all happen?

Laurentien: “It all begins with our volunteers.” She smiles. “Yes, our ‘toppers’. They sell the clothes, welcome visitors and share our mission. Everyone quickly becomes part of our Fashionista community, which started a few years ago thanks to the generosity of women in The Hague and has since expanded to include men’s clothing and accessories.”

“We also work with brands that donate items from past collections and with boutiques across the country, our hubs, who encourage their customers to donate clothes they no longer wear. Friends generously contribute their time and expertise to support both our social enterprise and the My Lima Lima Fund.”

At the beginning of October, we met at a pre-event for the Ondernemersgala (Entrepreneurs’ Gala) at the restaurant La Petite Encore, where we heard that My Lima Lima, together with Stichting Vitalis, had been chosen as one of the charities. How did that come about?

Eloise, who has now joined us, adds: “It was a total surprise. The phone call left us completely silent for a moment. It felt like recognition of the understated work we’ve been doing.”

During that breakfast, you asked the guests if they knew what “pre-loved fashion” actually means, and many didn’t.

Laurentien: “Yes, I remember. Pre-loved are items once bought with care, still cherished but no longer worn. That goes for clothes and accessories. Each piece carries a story, a memory, a meaningful moment. Passing them on feels completely natural. You’ve already said goodbye to them by not wearing them.”

Have there been moments with customers that have truly stayed with you?

Eloise: “Oh yes. A woman once brought in her late mother’s coat. Seeing another customer try it on, she teared up and said, ‘It’s nice to know it will keep someone else warm.’ That moment said everything about why we do this.”

Back to the Ondernemersgala, an event filled with networking, glitter and glamour. My Lima Lima, on the other hand, is all about awareness and reuse. How do these seemingly different worlds come together?

Laurentien: “They may seem worlds apart, but they both celebrate beauty. The gala shows that elegance doesn’t have to mean excess; it’s about quality. It also offers us an opportunity to raise awareness, gently but meaningfully, about how much clothing people own and how much sits unused. Our approach is subtle but practical, inspiring people to look at their wardrobe with fresh eyes and take tangible steps towards a more mindful, sustainable fashion future.”

Where do you see My Lima Lima in five years?

Laurentien: “Ah, in the crystal ball... so many possibilities.”

Eloise: “In The Hague, our aim is to connect the many initiatives already working to empower children and young people and to bring together entrepreneurs, government, charities and citizens to support this shared mission.”

Laurentien: “At the same time, we want to grow our social enterprise to reach more people in need, with a focus on children and young people. We also aim to show how sustainable, community-driven fashion can make a difference beyond the Netherlands.”

www.mylimalima.com