L'INTERVIEW: ELISE HOOGERDIJK

An unfiltered interview with Elise Hoogerdijk about your new favorite minimalist brand, Pure Basics. Elise talks to us about the future of influencers, the power of a wardrobe built on essentials, and why "less is more" is the way to go.

You began working as a model and moved to Amsterdam. When did you decide to create Pure Basics? Why did you decide to create wardrobe essentials?

It's strange to say, but I've always had a feeling that I'd eventually be my own boss. Even back in high school, I just knew that working for someone else wasn’t my path. At 18, I moved to Amsterdam for my studies and began working as a model, which helped me gain a small following on social media. While pursuing my Master's degree, I worked part-time as an online marketer for Gisou, a dream job in the haircare industry. It was an incredible experience where I learned a lot, but after two years, I realized a traditional 9-to-5 job wasn’t for me—I wanted more.

When I graduated in June 2022, my modeling career suddenly took off, so I decided to pursue it full-time while figuring out my next steps. By September 2022, I was scouted by a social media agency when I had around 10k followers on Instagram. Something clicked, and by summer 2023, my account had grown to 40k followers, reaching 100k by the end of the year. During that time, I started seriously considering launching my own brand. But having the idea and actually doing it are two very different things.

It wasn’t until my boyfriend suggested we start a business together that we decided to make it happen. In October 2023, we held our first brainstorming sessions, and the concept for Pure Basics was born. The idea for Pure Basics came from my followers, who constantly asked about my simple wardrobe staples—basic t-shirts, sweaters, and casual sports sets. That’s when I realized I could create a brand focused on high-quality, minimalist pieces that form the foundation of any closet. These are the key items I love to wear daily, the ones that make me feel my best.

What is the brand ethos for Pure Basics?

The brand ethos of Pure Basics revolves around simplicity, quality, and sustainability, offering minimalist wardrobe essentials designed for everyday comfort and timeless style. With a focus on creating high-quality, versatile pieces. Pure Basics embodies a "less is more" philosophy, encouraging thoughtful consumption and a curated wardrobe of essentials that make people feel good, look good, and last.

Instagram: @purebasics.official

Who are your style icons?

Rosie Huntington-Whiteley has this amazing refined, minimalist style that I absolutely love. She makes the simplest outfits look so effortlessly elegant, which is something I always try to achieve in my own looks.

Hailey Bieber is such a trendsetter when it comes to mixing streetwear with high fashion. I love how she combines oversized blazers and casual pieces but still looks edgy and chic—it’s the perfect blend of cool and stylish.

Kendall Jenner is my go-to for that “model off-duty” vibe. She makes relaxed, everyday basics look polished, and her ability to mix casual with high-fashion always inspires me to keep my outfits versatile yet on point.

Where did you find inspiration for your first collection?

The inspiration for my first collection actually came straight from my own closet! I’ve always been drawn to timeless, versatile pieces that I wear regularly, so I wanted to create a collection of key staples that serve as the foundation of my wardrobe. These are the pieces I feel comfortable and confident in, and I believe everyone should have them in their closet. I knew I wanted to include some easy-to-wear two-piece sets, because they’re my go-to when I’m unsure of what to wear. I made sure to design a tracksuit, a fitted yet stretchy and super comfortable loungewear set (which became our Rib Set), a basic long sleeve tee that feels like a second skin, and a minimalist sports set. The sports set can be worn for workouts, of course, but it's also perfect for everyday wear, paired with an oversized blazer or knit for grabbing coffee, going on a walk, or running errands.

What kind of woman are you designing for?

I’m designing for the woman who values both comfort and style. She’s someone who appreciates well-made essentials that form the foundation of her style, allowing her to create effortlessly chic looks with minimal effort. Whether she’s heading to the gym, lounging at home, or running errands, she wants pieces that are both functional and stylish. She’s conscious of sustainability and seeks out high-quality clothing that lasts, preferring a curated, minimalist wardrobe over fast fashion trends. Ultimately, she values simplicity and knows that having key pieces is all she needs to feel confident and put-together every day.

Imagine le list is a new costumer: what piece should we buy first?

It’s so hard to choose haha since we really launched all my favorite wardrobe pieces. However, I would definitely recommend starting with the Rib T-shirt and the Rib Fold-Over Pants. I genuinely live in these! They’re so comfortable, which makes them perfect for lounging at home, but they’re also super versatile. You can easily dress them up with an oversized blazer and your favorite sneakers or ballet flats for a chic, casual look. They really are the ultimate wardrobe staples!

Instagram: @purebasics.official

As an influencer yourself and entrepreneur from now. What do you think the future of influencers will be? Will brands continue to work with influencers?

I think the future of influencers looks really promising. Brands will definitely keep working with influencers, but I see a shift towards more authentic and meaningful collaborations. Consumers today are pretty savvy and really value genuine connections, so influencers who can build trust with their audience will always be important for brands that want to make an impact. As the influencer space becomes more saturated, I think quality will start to matter more than just having a big following. Brands will focus on partnerships that align with their values and really connect with their target audience. It’ll be all about storytelling and authenticity instead of just looking at follower counts

We love your Instagram posts. It seems you also use the social platform as an online lookbook. What are you currently looking at pictures of and researching?

Thank youuuu <3. To be completely honest, I’ve noticed that a lot of people on Instagram (and TikTok) seem to be copying each other lately. When I scroll through my feed, it often feels like I’m seeing the same things over and over. Don’t get me wrong—I don’t invent everything myself; I definitely draw inspiration from various sources, and a lot of my ideas come from Pinterest. I can scroll through there for hours! However, I always aim to blend those ideas and create something unique instead of just replicating someone else’s content. It’s all about putting my own spin on things!

What are 5 things in your life you can’t live without and why?

My family and my boyfriend. They mean EVERYTHING to me. I cherish our relationships and wouldn’t be where I am today without their support. Honestly, you could take everything else away from me, and I’d still be happy as long as I have them by my side.
My phone. I know it’s not the best habit, but I’m on my phone all the time (oops). As an influencer and entrepreneur, it’s my main tool for work, and I probably take way too many pictures. It keeps me connected and helps me manage everything I need to do.
My lip balm. I can't leave the house without it! It’s a must-have for me, I always feel the need to keep them moisturized.
My agenda. I rely on my agenda to keep everything organized. I write down all my ideas, appointments, and reminders. It’s a lifesaver for managing my busy schedule and makes sure I don’t forget anything important.
Matcha. I’m totally obsessed with matcha (which you probably already know if you follow me, haha). Whenever I’m away from home, it’s my homemade matcha latte that I miss the most. It brings me a little moment of joy every day

What would be your dream collaboration with Pure Basics?

I have so many dreams and goals for Pure Basics haha. One of my biggest dreams would be to collaborate with a major influencer or celebrity who embodies the brand’s values. I’d also love to explore co-creation opportunities with another brand that shares our vision, like a wellness brand or even a well-known sports label like Adidas or New Balance—similar to the collaboration between Adidas and Sporty & Rich. Additionally, I dream of launching a pop-up store in the future in a vibrant city like NYC, where we could connect with our community in a fun way. Another idea is to create a Pure Basics Café, where people can shop our clothes while enjoying a matcha or coffee, much like Café Leon Dore. The possibilities are endless, and I can't wait to see where the brand goes!