multiple identities Information

ALWAYS UNDER CONSTRUCTION multiple identities (mi) is a modular design system, creative agency and studio founded in Amsterdam. Behind mi is Jacqueline Haeberle - Creative Director with 30+ years of anonymous design for some of the biggest names in global sportswear: Nike, The North Face, PUMA, Under Armour and Gymshark. In 2026, mi steps into the light. Not as a fashion brand. As a system with a philosophy and a service model built on decades of insider knowledge from within the industry. mi_service is a creative agency with a focus on strategic apparel design, creative direction, branding and considered innovation. We work across concept, system development and visual identity, for brands that want to think differently about what they make and how they make it. mi_space is our 225sqm studio and showroom in the heart of Amsterdam, a place where ideas become real. Available for events, activations and third party collaborations. Inquiries welcome. Play more. Game less. 1+1=3 xx mi