From Rainbow Collection to NEWKINDS Why It Was Time for a New Name

Because let’s be honest: it started as a project name. A cheerful title for a collection of Fairtrade bracelets, created for the World Cup in South Africa. We wanted to offer a sustainable alternative to the usual sea of orange merchandise that shows up every tournament. And we did. We sold more than 450,000 bracelets, from the Netherlands to South Africa to Brazil.

But it wasn’t long before we were doing much more than bracelets. One campaign led to another, and soon we were moving from communication to strategy, from awareness to activation, from storytelling to sustainability training. Before we knew it, we were no longer a project – we had become a company.

A new name for a new chapter

Still, that cheerful name stuck. Rainbow Collection. Colourful, playful, optimistic. But also: a little vague. And if we’re honest, it hasn’t reflected what we actually do – or how we do it – for quite some time.

Over the past few years, we’ve sharpened our approach. The climate and social challenges we face are more urgent than ever, while traditional consultancy is often too slow, too abstract, or simply too expensive to create real impact.

That’s why we’ve turned fifteen years of experience into a practical, hands-on offering: tools, training, videos and guides, specifically designed for SMEs. Our goal is to make sustainability more accessible, more actionable and more scalable.

By 2030, we aim to reach not 100 clients per year, but 100,000 users through our coaching platform. Everything you need to get started with sustainability – from strategy to implementation – combined with one-on-one support. So you’re not just told what to do, but how to do it.