Double Happiness Initiative 2010

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DH Catalogue ENG.indd 1DH Catalogue ENG.indd 1 26/04/10 11:09 AM26/04/10 11:09 AM

THE LOVE WE GIVE AWAY IS THE ONLY LOVE

WE KEEPEMPOWERING WOMAN WORLDWIDE

DH Catalogue ENG.indd 2DH Catalogue ENG.indd 2 07/04/10 8:06 PM07/04/10 8:06 PM

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Tim DavisonPresident & CEO Olsen Europe

Christina Plate Actress and ambassadorof the Double Happiness project

Sadhna Women’s InitiativeEmployees and partners from Sadhna


DOUBLE HAPPINESS 2010

“Exuberance” was the fi rst word that shot through the minds of our team when they saw the colours and faces of India. Exuberance and a love of life is what our clothes stand for – a beautiful connection on which to base the partnership between Olsen Europe, the children's aid organization, Plan International Canada, and the Indian women’s development project, Sadhna. As part of our initiative, “Empowering Women Worldwide”, Olsen Europe and Plan are again partnering on another project. Last year the “Double Happiness Collection Vietnam”, was created with women from the Vietnamese village of Van Ly, which enabled them to secure their children’s future by feeding them and providing a good education. This year, Olsen Europe is again sharing the company’s expertise and experience. Our new partner is the Sadhna project, a textile company which helps women from rural areas by providing work, a steady income, and a say in all the company’s decision-making processes. The project enables the women to support their families; it gives them the courage to live their own lives and build their self-esteem by showing them that they have something valuable to contribute. The women of Sadhna have embroidered a small collection of six pieces, including a beach dress, T-shirts and a bag - all incredibly beautiful and truly unique. “With the ‘Double Happiness Collection 2010’ you can share the exuberance of the Sadhna women by wearing something that is infused with their spirit”, says Christina Plate, who is the ambassador of this project. The ancient character for double happiness, the logo of the 2009 collection, appears in this collection because whether you’re in Vietnam, India or anywhere else in the world, this character stands for two universal qualities: friendship and partnership.

Best regards, Tim Davison

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THE PROJECTDOUBLE HAPPINESS

Hundreds of women dressed in brightly coloured saris are sitting in a room. A ceiling fan whirls quietly. Some of the women gesture as they speak; some are engaged in an animated debate, while others listen intently. This is a shareholder meeting at Sadhna, an Indian textile company in Rajasthan. The women are the employees – seamstresses and embroiderers from the surrounding villages and communities. They are also the company’s shareholders, busy making decisions that will have an effect on the future

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of their enterprise. Sadhna is not only a place of work, it is also a meeting place and an example of true democracy in action.

The Sadhna project was founded in 1988 under the umbrella of the Seva Mandir charity. The aim of the project was to give women from disadvantaged backgrounds and rural communities an opportunity to earn their own living, improve their quality of life and enhance their self-esteem. To achieve this, the charity set up a company to produce hand-made clothes and accessories. The products are sold through the company’s own stores and at trade shows. The women have a say in all aspects of the business. Today, 600 women work for Sadhna. After completing a three-month training workshop, they start weaving silks and cottons, designing

Fabric Warehouse for Sadhna

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patterns and cuts for saris, blouses, scarves and bed linens, which they sew and embroider with traditional patterns and embellishments. A small proportion of the women actually work in the Sadhna factory, but most work from home so that they can continue to care for their families.

“We really wanted to become involved with the Sadhna project because we felt that it is such a good match for what we do”, says Dorothee Ingwersen, Head of Communications at Olsen Europe. “Through our initiative, ‘Empowering Women Worldwide’, we are working with Plan International to support women who have fantastic skills and who just need a little help to get going. As fashion industry experts, we naturally choose projects where we can contribute some of our own expertise.”

Olsen Europe ‘donates’ know-how and experience in design, marketing, logistics and exports. This helps the women of Sadhna to bring their work to the attention of larger international audiences, which is essential for the company to grow.

In exchange, Olsen Europe gets exquisite craftsmanship: a small collection of six items are embellished with the beautiful embroidery produced by the Sadhna women. The entire project is a friendly exchange rather than

Left: Meeting about materialsRight: Dorothee Ingwersen, Christina Plate, Marianne Raven

and Neelima Khetan in the Sadhna meeting room

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one-way aid. Working together, Olsen Europe and Sadhna selected the designs for the “Double Happiness Collection India 2010”, selected the colours and the patterns, and discussed how the women of Sadhna could decorate the pieces with their embroidery.

The women of Sadhna are delighted to partner with Olsen. “I am so happy that an international company like Olsen Europe is willing to share its expertise with us and give us the opportunity to learn new skills”, says Sheila, a 35-year-old seamstress from the village of Delwara. “We can

From top left to bottom right: Embroidery work and fabric storage room of Sadhna, Sadhna employees at a sample presentation, Sadhna employees with Marianne Raven from Plan International, Germany

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pass these new skills on to other women and give them work too.” Not only does their work give the women a steady income and medical insurance, more importantly it also boosts their self-confi dence and pride, and gains them respect in their communities.

This respect is built on the fact that they are all co-owners of the company. They receive a share of the profi ts and are included in all decision-making processes: What should the company invest in next year? What should the designs look like? How much should we produce? All of these questions are discussed and voted on democratically. The team leaders, who are responsible for distributing the work amongst the women, are elected every three years.

The concepts of “Us” and “Togetherness” are central values for Sadhna. “I never used to leave my house”, says Sheila. “Now, I get out. I meet people and work together with others. This gives me the strength and inspires me to work well and give my best.” Sadhna also shows the women that people believe and trust them. They regularly travel to other Indian cities or abroad; as representatives of Sadhna, they exhibit the products and sell them. The women see that people listen to them and they learn to stand on their own two feet giving them self-confi dence.

“This is exactly what impressed us about this women’s project; the fact that the women have so much self-esteem, and that they act with great self-assurance and independence. You look at them and see that they have really taken their lives into their own hands.” The aim of Olsen Europe and Plan International is to give the women the support they need to be able to run their business without any outside help at all. “Creating sustainability is the driving force behind all our projects” says Dorothee Ingwersen.

Sadhna’s aim is to continue helping and supporting local women. Every year the project reaches a greater number of women and their families. Every year it enables more women to embark on a happier life with more

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freedom and dignity by allowing them to benefi t from the power of a strong community and experience their own value as an individual.

Olsen Europe is proud to accompany these women along this path.

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“Plan International is an international development charity for children. Over the past years, we have realised that no progress can be made without the mothers. This project is so fantastic because we are helping mothers to stay at home with their children. Here in India, in Rajasthan, social life is very conservative and traditional, and women are not really allowed to leave their home environment. But they need money and a steady income to be able to feed their children. By giving them work that they can do at home, they can do exactly this; they are making a contribution and boosting their self-esteem.

Plan International enjoys working with Olsen Europe because they contribute more than just a cash donation. Olsen Europe contributes their company’s know-how which is transferred to the people here thus giving them something valuable which can be turned into a marketable commodity. When the time comes for us to step away from the project, the women will be in a position to compete within their local market and perhaps even on an international scale. They make such beautiful things; it is a wonderful partnership where everyone benefi ts.”

Marianne Raven, CEO - Plan International Germany

PLAN INTERNATIONAL HAS BEEN TAKING CARE OF CHILDREN. IN INDIA WE HAVE BEEN PRESENT SINCE 1979, WITH

74,900 SPONSORSHIPS, WE ARE NOW ABLE TO REACH OUT AND HELP 350,000 PEOPLE.

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Marianne Raven, Managing Director of Plan Germany with children of Sadhna employees

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CHRISTINA PLATEINTERVIEW

For many years, the German actress has been Olsen’s ambassador and Plan International mentor. Following her involvement in 2008, she was also fully committed to the realization of the second “Double Happiness Collection”.

Olsen Europe Ms. Plate, you travelled to India with the team from Olsen Europe and Plan International. What was the welcome like?

Christina Plate Very warm. The people of India are extremely sincere and our team immediately felt at ease at Sadhna and in Delwara, the village that we visited. There was absolutely no skepticism towards us. The women were simply happy that we are there and wanted to work with them.

Olsen Europe This is the second time that you’ve been involved in the “Empowering Women Worldwide” project with Olsen Europe and Plan international. What is so special about Sadhna?

Christina Plate The professionalism of the women workers and the strong feeling of solidarity that you can sense at Sadhna. It’s not just about earning money but also about empowering one another. I’m often asked to lend my support to charity projects – here, I can do that with good conscience; Olsen Europe doesn’t simply donate money but ensures that the “Empowering Women Worldwide” projects are oriented towards sustainability and “helping people to help themselves”.

Olsen Europe What did you personally take away from India with you?

Christina Plate The feeling that we can all learn something from the Sadhna women: never give up, even if you find yourself in a difficult situation. These proud women have shown me that we all have the strength to determine our own lives and destinies. Even if some of us might require a little assistance to get started.

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NEELIMA KHETANINTERVIEW

Neelima Khetan, Managing Director of Seva Mandir, the umbrella organization of Sadhna.

Olsen Europe Sadhna has a staff of 600 people, owns stores in India and has a continuously growing product assortment. Did you expect to have such great success when the project launched 21 years ago?

Neelima Khetan Certainly not. However, from the beginning the company was only a means to an end. Profits have never been at the foreground for the company but rather the women and their fates.

Olsen Europe Some of which are particularly harrowing…

Neelima Khetan Indeed. Many found themselves in a vicious circle with their marriages and families which they weren’t able to get out of. Even the first group that came to Sadhna in 1988 was made up of women who had been abused at home. One of our women was forced to hand over her sons to her brother-in-law because he didn’t have any children of his own. Another one wasn’t allowed to leave her house for months after her husband died. She and her children almost died of starvation. By giving them work, Sadhna strives to help these women escape from such situations.

Olsen Europe And you are obviously achieving that. The women of Sadhna come across as strong and confident…

Neelima Khetan Because they are finally experiencing equality and

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www.sadhna.org

respect. Now they are the ones in their family who are making the decisions about how to spend the money they earn. They are travelling halfway around the world as representatives of Sadhna. They are being voted into the village councils of their communities and are taking on leadership roles.

Olsen Europe What does the partnership with Olsen Europe mean for the Sadhna project?

Neelima Khetan Olsen Europe does not see Sadhna as any old producer. With this collaboration it’s about two equal partners joining forces. This partnership will further reinforce the self-confidence of the women.

Olsen Europe And is that your motivation to work for the project?

Neelima Khetan Yes. At the end of every year all 600 women assemble at a meeting to hear the final report and decide on investments. In the past two years, the women have put on a fashion show, where they dance to Bollywood music full of happiness to proudly present their collection. I was deeply touched after seeing that and this is a strong motivation for me to continue.

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“With the steady income that I get, I can look after my children better; I can make sure that they are healthy and happy. I can buy clothes for them. If one of my children becomes sick, I no longer have to worry about how I can earn money to pay for a doctor. I never used to leave the house and rarely saw other people.

Now, with my job at Sadhna, I leave the house, I work with others and this makes me very happy. I like to have people around me, and all this gives me more confi dence and strength. And of course I am learning lots of new things. What makes me particularly happy is seeing people wearing clothes that I have sewn and embroidered; this makes me very proud.

I am very happy that the Olsen Europe team visited us because they had seen our designs and liked our work. For me and my colleagues the partnership on the ‘Double Happiness Collection’ means that our products will be shown all over the world giving us the opportunity to present and sell our goods on the international market.”

SHEILA, TEAM LEADEROF THE SADHNA PROJECT


Sheila is a team leader of the Sadhna project

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Garments identifi ed with this symbol are hand-embroidered

OLSENEUROPE.COM

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Printed cotton tunic. Item no. 70 705 0945

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Necklace with coloured glass beads and the ancient symbol for “Double Happiness”. Item no. 94 700 0945

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Printed silk scarf with the ancient symbol for “Double Happiness”. Item no. 90 701 0945

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Wide leather belt with the ancient symbol for “Double Happiness” embossed on the right hand side. Item no. 98 700 0945

Leather and canvas shoulder bag with a wide strap adorned with a graphic pattern. Item no. 97 700 0945

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Cotton t-shirt printed with the ancient symbol for “Double Happiness” and embroidery on the front and back. Item no. 20 900 0945

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Tunic-style cotton T-shirt with ribbon-tie and delicate embriodery on the neckline. Item no. 20 901 0945Also available in pink.

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This moment is so tender. Often so rare. Then again, so immense. So difficult to put into words. One can find it. Everywhere. With or without religion. With or without a teacher.

For the second time now, the German photographer, Olaf Steinkühler, accompanied Olsen and Plan International on their journey to India capturing the moments with his camera. The first photographic project was in 2004 in the north of the country, photographing the surroundings of a monastery. This time around, he is documenting the lives of the women of Sadhna and people of Udaipur in wonderful, awe-inspiring photographs. Together with a photographic series from neighbouring Sri Lanka, they are another part of the cycle in “The Moment Between 2 Thoughts”, which Steinkühler has been working on since 1999. Information on the exhibit and his paintings can be found at olseneurope.com

Untitled, Indian Ocean, 2008 / 160 x 204 cm

OLAF STEINKÜHLER

THE MOMENT BETWEEN 2 THOUGHTS

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Untitled, Uidapur, 2009 / 120 x 90 cm

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Life and death. In India, both are always close to each others as in a friendship. There exists a great love that connects and changes the two, and lifts division.

One can witness this in the north of the country, at the foot of the Himalayas; it’s visible within the daily events of the people and in their walk. This way of life is also in the south of India, in Kerala, and in the neighbouring Sri Lanka, where the teachings of the Ayuveda, “the wisdom of life”, are still celebrated daily. Everything is over 500 years old and present.

For me personally, there were very intense experiences in India and Sri Lanka. In a convent along the Ganges, too. I had very intense experiences in India wrapped in special moments, often rendering me speechless; where love begins, our world ends.

Olaf Steinkühler

WHERE LOVE BEGINS, OUR WORLD END.

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Last year we started our “Empowering Women Worldwide” initiative and found that we reaped the very best reward; a small, independent company in the Vietnamese village of Van Ly is now capable of feeding many families. Even more importantly is our conviction that we are doing the right thing by supporting women’s project. At Olsen, there was absolutely no question that we would invest all our energy and time in a new project. Our very special thanks go to Plan International who have been working with Sadhna since 1999 and introduced us to this inspiring project. Our deepest gratitude is also due to the artists, photographers and directors (Dirk Bartling, Olaf Steinkühler, Marcus Hirschmeyer, Arnold Wattimena, Axel Decker) who took the breathtaking pictures in India, and to Christina Plate, who acted as our ambassador for this project; we are touched that everyone refused payment and donated their valuable skills to this project. And, of course, a big thank-you to the Olsen Europe team who so often works past their ordinary hours to ensure the success of this undertaking.

My deepest thanks to all of you for your commitment, dedication and passion.

Andrea Wolff

THANK YOU

Andrea Wolff, Managing Director

Olsen GmbH & Co. KG

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photo - Markus Hirschmeier

photo - Markus Hirschmeier photo - Dirk Bartling

photo - Dirk Bartling



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from left to right: Dorothee Ingwersen, Arnold Wattimena, Madhu Dedha, Dirk Bartling, Christina Plate, Alka Bhardwaj, Stefan Schneider, Marianne Raven, Markus Hirschmeier, Priya Khan, Olaf Steinkühler, Axel Decker

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Olsen Fashion Canada Inc.5112 Timberlea Blvd.Mississauga, Ontario L4W 2S5www.olseneurope.com

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Double Happiness Initiative 2010