HuisVeendam. The rural riches in the North of Holland evaporated with the arrival of oil. A long tradition of natural fiber and potato starch technology disappeared. With the scarcity of oil nearby, the remarkable properties of starch are rediscovered and modified to offer sustainable solutions. HuisVeendam aims to show that this local resource once more can drive industry, create local wealth, and inspire designers to implement it in design and fashion.