Hedone and Heilige Boontjes
“To deal in street fashion instead of dealing in drugs.” This idea stems from police officer, Marco den Dunnen. With HEDONE, he offers an alternative product to young people who perceive the sale of drugs as their only chance to generate income and success. HEDONE is free from crime, but uses a marketing and distribution strategy that they are well acquainted with: the way drugs are sold on the streets. HEDONE has become a professional clothing brand and will be launched during Dutch Design Week. Afterwards, HEDONE is further expanded to offer young people with an increased risk of getting into drug crime to work as a streetfashion dealer, producer, designer and ultimately an entrepreneur.
Another project of police officer Marco den Dunnen is Heilige Boontjes. Marco and youth worker Rodney shared the opinion that reintegration could be different, sustainable and above all more fun – with coffee. In 2015, they opened a coffee shop in Rotterdam under the name Heilige Boontjes, followed by a restaurant. Young people who have difficulty finding a traditional job due to their conviction history can find employment here as a barista, a coffee roaster or in the kitchen. At Heilige Boontjes, the values and norms of the street are transformed so that they resonate with social norms in a useful and desirable way. Heilige Boontjes has sustainably reintegrated 52 young people back into the workforce since its inception. 15 of those have continued in full time positions within the company.