Who are we?

The joy-bringers!

In addition to an extensive webshop, Natur-el also has a physical store in the old north of Rotterdam! Read everything about our store here

Meet the team!

these are the mood boosters from Natur-el
I’m Vera, owner of Natur-el: the largest sustainable fashion store in the Netherlands. After years of working as a teacher at the Vrije School in Rotterdam and a severe burn-out, I changed course and joined my mother’s webshop. Natur-el has since grown into a wonderful webshop and a large store in Rotterdam. I’m chaotic, often late, cheeky, unbearable in traffic, and definitely not a fan of apple pie, but I laugh a lot and can make something out of nothing. The best part about working at Natur-el is our customers!
This is Roos: our down-to-earth Rotterdam organizer, shop manager, Vera’s right hand, and proud mother of James. She is sweet, sharp, a pillar of strength, and better than anyone at getting customers into the most beautiful "out of your comfort zone" outfits. Sometimes she is strict enough to send you back into the fitting room without hesitation, but always with the best styling eye in the business. Her weakness? Clutter, crumbs, and unfinished tasks, but as soon as a customer walks in, Roos is there 100%. She has built up quite a fan club of customers who prefer to shop only with her. And as if that weren't enough, she also knows every football division, never misses a match, and loves watching Glory with a rum and coke in hand.
This is Jana: our creative bird of paradise and our longest-serving team member at Natur-el. Glitter, bright colors, hats, and outfits you never would have thought of yourself? Jana pulls them off effortlessly. In a flash, she’ll prove to you that you don't need to wait for a party to wear something beautiful. She has a wonderful sense of color and style, and our window display would absolutely not be what it is today without her creative brain. In the meantime, she keeps us on our toes with clever ideas, practical feedback, and gifts that are always spot on. Natur-el without Jana? That just wouldn’t be right at all.
Meet Iza: our ray of sunshine with the patience of a saint and the motto: “Want to wear it tomorrow? Then you’ll have to take it with you.” She believes it’s important that you feel 100% comfortable in your clothes and can be completely yourself, just as she is at Natur-el. Every workday, she cycles enthusiastically from Rotterdam-West to the shop, and when the sun is shining, she dives straight into the harbor after work. Iza is a creative go-getter with countless hobbies: sewing, knitting, hockey, playing bass guitar, mosh pits — and probably three new projects next month. As a knitter, she marvels at the sweaters from Eribé and Fisherman, though even she doesn't have the patience for that. And if something new from Thinking Mu arrives? Iza is the first in line, jumping with excitement.
This is Saskia, our lovely webshop manager and the person who takes great pleasure in packing your orders. If you order something from our webshop, there is a good chance that Saskia will turn it into a celebration, complete with a personal note and a nice little gift. She sees the most beautiful sustainable clothing and products pass through her hands every day, constantly discovering new gems among all those items. She lovingly puts together a beautiful package and takes it to the post office so that you can enjoy your new favorite as soon as possible. So, who knows, perhaps Saskia will soon be packing one of those celebratory packages for you, too!
This is Sara, the baby of the group and our official Saturday sunshine. Every Saturday, she walks into the store with a smile, and you feel it immediately. She loves helping customers, brainstorming outfit ideas, and seeing people leave the store feeling great. She has been working at Natur-el for a while now and felt right at home amidst the warm atmosphere, lovely customers, and everything she learns every day. Sara brings positive energy to the store, with a little flair, of course. Doesn’t this just make you happy?
Honest advice
Mood boosters
genuine attention
Natural materials
Honest advice
Mood boosters
genuine attention
Natural materials
Honest advice
Mood boosters
genuine attention
Natural materials
Honest advice
Mood boosters
genuine attention
Natural materials
Honest advice
Mood boosters
genuine attention
Natural materials
Honest advice
Mood boosters
genuine attention
Natural materials

How it all began

Natur-el began in 2006 with a love for natural materials, beautiful quality, and clothing that truly makes you feel good. No synthetic junk or hassle that you’re sick of after half a day, but soft wool, silk, organic cotton, and other materials that breathe, are completely natural, and feel great to wear.

We started out as an itty-bitty webshop, primarily with wool-silk underwear. Those lovely basics that make you think: why didn't I know about this sooner? Pure, honest, warm, and of a quality you will enjoy for years.

Our store in Rotterdam

In 2014, we opened our store in Rotterdam. And yes, it felt like coming home right away. Because as great as a webshop is, there are some things you just want to feel, try on, and discuss honestly with someone who is there to help you.

In our store on the Zwaanshals, you will now find 150 m² of sustainable fashion. From fine basics to distinct eyecatchers. From warm wool to airy linen. From practical socks to dresses that suddenly make you want to go out somewhere.

We like to call it a paradise for sustainable fashion lovers, but without the wagging finger. You don't have to be perfectly sustainable with us. We aren't that ourselves. But we do believe in making better choices. In buying clothes you wear often. In materials that feel nice. In honest advice, even if that means we say: "No, you shouldn't get that one."

We quickly noticed that more and more people were looking for fashion that is not just beautiful, but also right. For yourself, for the makers, and for the world around us. So Natur-el slowly continued to grow. From underwear and wool socks, from basics to dresses, pants, sweaters, coats, and eventually a complete sustainable wardrobe for both women and men.

And those wool socks? They are a story in themselves by now. Famous, infamous, and above all, incredibly well-loved. Anyone who wears them once understands exactly why.

What Natur-el stands for

A Natur-el customer loves fashion, but doesn't want to just buy anything. She loves beautiful natural materials, clothing that fits comfortably, and pieces that last longer than one season.

For us, it’s not about fast, mass-produced, and cheap. It’s about feeling, trying on, combining, and discovering what truly suits you. Sometimes that is a quiet basic that you fall back on for years. Sometimes it’s that one color or print that you think beforehand: can I pull this off? And then you're suddenly standing in front of the mirror, radiant.

Those are the moments we do it for.

“A Natur-el customer loves fashion and beautiful natural materials, and shops consciously. But above all: she wants to feel good in what she wears.”

Vera, founder and owner of Natur-el

Stay up to date!

Natur-el is growing like a weed. We are active on social media (come follow us!) and send – okay, far too rarely – a newsletter with new collections, inspiration, and updates.

Do you want to stay up to date?

Follow us on Instagram or Facebook, subscribe to the newsletter,

Or even better: just drop by

You are more than welcome, see you soon!

Come visit our store!

What customers keep saying about us

Not our idea, but something you keep mentioning time and again: attention, honest advice, and clothing that truly feels great.

Honest advice

We think along with you regarding sizes, fits, and materials. And sometimes we just say: “No way, you shouldn't get that one.” We prefer honest advice over a bad purchase in your closet.

Natural materials

Our customers return for wool, silk, linen, organic cotton, and other fine fabrics that breathe, stay beautiful, and truly feel great to wear. Clothing without that plastic feel, but with character.

Packed with care

Ordering from Natur-el feels like receiving a gift, according to many customers. With a personal note, washing instructions, and loving packaging. We try to convey that same in-store feeling online, too.

Natur-el in the press!

NATUR-EL