Good wool story, a shop with fair trade clothes, is a relatively new place on the map of Ghent. After a few years of running her own business, Nomindari now hopes to make a meaningful contribution. How long does it take to do it on your own? How complex is the path to fairness? According to Nomindari, it doesn’t matter how hard it is: "It's only difficult when you work against your values”.
Nomindari Mendee moved from Mongolia to Belgium, studied abroad and set up a new business, which is not only innovative but also fair trade and good for the environment. Nomindari learned Dutch, opened her own shop, and reimagined how we approach fashion. She continues her mission to restore the true value of clothing, weaving purpose and meaning into every step of her journey. The more you learn about her journey, the more impressed you become!
Good wool story is more than just a shop; perhaps it should be called a project. Here, you’ll find wool clothing created through thoughtful research and collaboration. Nomindari aims to bring back the joy of simple, conscious choices. It’s a place where life feels easier, and fairness is built into every purchase. Sounds perfect, doesn’t it? Nomindari believes that “once you know, you should do something’’. Now you know, what will you do?
Where did it all begin? How did Nomindari’s life lead her to Good Wool Story? Like all good stories - everything started from passion - in this case, a passion for fashion. She was dreaming about designing and began by studying fashion technology but it was focused more on facilitating mass production. She started to work in that industry, but not for long. Nomindari quickly realized how harmful mass production is to the environment. Witnessing the harsh realities behind the fashion industry changed everything for her. Interacting with colleagues in Bangladesh and India revealed heartbreaking conditions, leaving her deeply unsettled. But it was watching *The True Cost* that became the final push—it moved her to tears and made continuing in that job unbearable. It clashed with her values so profoundly that she burned out, unable to reconcile her work with what she believed in.
People often say that if you want to change the world, you should start with yourself. Nomindari embodied this principle when she began studying business management to prepare for running her own business effectively in the future. It was far from easy. “I earned a Bachelor’s degree in Fashion Technology, a professional program at the College of Ghent. After that, I worked full-time while pursuing a Master’s in Business Administration at VUB. Every day, I commuted by train, stopping in Etterbeek, Brussels, for my classes. I’d get home around 10 or 11 PM—it was a constant hustle,” she recalls.
Inspired by her roots, Nomindari wanted to create a brand that incorporated traditional elements, which led her to explore wool, particularly cashmere—a material Mongolia is renowned for. However, she soon discovered that the production of cashmere had become destructive to Mongolia’s grasslands. Determined to find a more sustainable solution, she shifted her focus to alternative fibers, such as camel and yak wool. These materials not only offered an eco-friendly option but also provided Mongolian nomads with alternative sources of income, reducing their reliance on cashmere goats.
Nomindari also redefined her business priorities. Instead of prioritizing design, she placed the highest importance on sustainable resources, followed by design and production. This approach ensures the responsible use of resources and prevents their depletion, aligning her business with her values of sustainability and cultural preservation.
What about summer? Naturally, wool isn't in demand during the warmer months. To adapt, Nomindari began offering clothing from other environmentally friendly and fair-trade brands. She continues to carefully curate high-quality, sustainable items that align with her values.
Nomindari is committed to doing what feels right for her while minimizing harm to the environment. As she puts it, “If there is a will, there is a way.”
Has she already achieved everything? What is her goal for the future?
“Be happy. I don’t plan to live forever—hopefully, I’ll make it to 80 or so—but just to have a happy, healthy life, and that’s it. At the end of the day, if you're happy doing what you’re doing, making people happy, making yourself happy, and not being a burden to anyone - not to the environment or anything- then that’s enough. Just trying to be happy, bringing some happiness to others when you can. If not, just be happy, and that's it.’’
