Foodmaker's mission is clear: making healthy food accessible and affordable for everyone. To reinforce that mission, we are introducing a new lifestyle brand: FDMKR.
FDMKR stands for a positive mindset and lifestyle: take care of your body, eat healthy, sinning is allowed every now and then and exercise regularly. But do it in style.
In addition to nutrition, we also stimulate exercise. Foodmaker has a natural link with sports. Lieven, CEO and founder of Foodmaker, and his team are all recreational athletes. They run the Antwerp 10 Miles or cycle to the Ardennes for a team building.
Foodmaker partners up with various top sports clubs and top athletes. It started with outfits for the team, but Lieven dreamt of more… “We discussed our ideas with Elodie Ouédraogo,” explains Lieven. “Elo is a longtime friend of Foodmaker as she is married to Jeroom, our creative director. Elo and her business partner Olivia Borlée have their own successful fashion brand but were willing to design the very first clothing line for FDMKR in 2022. A dream came true for Lieven and his team.
Fashion, quality, comfort, sustainable and... a new color are the keywords of the new FDMKR collection 2023. This year Katrien Smets took care of the design of the new collection. Katrien is a longtime friend of the Foodmaker family and founder of A Natural Collection, an Antwerp based activewear brand.
A new lifestyle label
Elo and olivia: “Foodmaker has successfully created its own world and its own environment. Therefore it has been able to capture a subculture: the FDMKR crew. People who are mindful of what they put in and on their body.
Today Foodmaker is branching out into new ventures by launching FDMKR. The first result is a high-end, eco-conscious lifestyle label existing of clothing embedded in a cultural conversation, elevated with a fresh appeal.
FDMKR has an eye for functionality as much as form and fit. Cool and easy-going design, advanced techniques interspersed with technical fabrics and carefully considered logo’s.
FDMKR is off-beat fashion at its finest.”
Foodmaker and brothers Christoph and Philip Roodhooft go way back.
They were already working together when the brothers led the then BKCP cycling team with, among others, world champion Niels Albert. Foodmaker then supported the team with healthy meals for the riders.
Since 2020, Foodmaker and Alpecin-Deceuninck have been working closely together again. Foodmaker provides power food for the riders and, together with the performance team of Alpecin-Deceuninck, guides the riders individually to top performances. With their clothing brand FDMKR, Foodmaker creates a twist of fashion in the teamgear of Alpecin-Deceuninck.
Sports and a healthy lifestyle are inextricably connected for Foodmaker so a strong collaboration with the Alpecin-Fenix team only seems logical.
Expect to see the tastemakers in the world of cycling representing the FDMKR logo in a product range of stylish, qualitative teamwear. Designed to feel comfortable before and after the race, created to win.