As a sustainable fashion brand we think it is more important than ever to be open and transparent in regards to how we are sustainable throughout our own value chain.
On this page we will guide you through our sustainable efforts in different areas of our value chain, where we believe we can create the largest impact as a fashion brand.
The fashion industry is one of the most polluting in the world, and the environmental damage is increasing as the industry grows.
The fashion industry alone stands for 10% of all humanity’s carbon emissions and is the second-largest consumer of the world’s water supply.
What is even more mind blowing is that 85% of textiles produced go to landfills each year due to overconsumption, fast shifting trends and poor quality creating shorter lifespans for textiles and garments. Only 15% is actually recycled.
DESIGNING FOR GOOD
85% of all textiles produced goes to the landfill - with a lot of it having never been used or worn.
1 garbage truck full of textiles is dumped every second.
24 + collections are made every year by some well known fast fashion brands.
To address these issues we are working with the three key areas below.
We want to create desirable designs with beautiful shapes and textures, while balancing trends with timeless simplicity to ensure that our designs can be kept for many years without going out of style.
When we create our garments we focus on adding less trim such as zippers and buttons to lower the risk of it breaking or tearing as well as to make the recycle/upcycle process seamless and easy.
We don't work with seasons such as SS20 or AW21, because we believe this will give the impression that the styles from these collections can not be used the next year or 5 years later without having lost a great amount of value. With removing these terms we hope our consumers will want to keep the clothes that they love for several seasons, years or even decades.
THE RIGHT MATERIALS
23% of chemicals produced worldwide are used in the textile industry.
70 mio. oil barrels are used each year to produce polyester.
23 kg of greenhouse gasses are generated for each kg of normal fabric produced.
We have made a clear decision, to be sure to not contribute to these issues by choosing the right materials.
We always choose certified, organic fabrics and we are continuously looking into new and even more sustainable textiles to work with for future collections.
With all the information and options that is available today, it seems pointless for any brand to keep adding to the problem, by choosing a non sustainable fabric.
We believe that if all fashion brands would decide to use only OEKO-tex, GOTS- or Bluesign certified fabrics, we would quickly be able to significantly lower these numbers.
The average number of work hours per day in manufacturing countries is 14-16.
The normal work schedule is 7 days a week for most garment workers.
50 workers have died and 5000 are sick due to blasted sand inhalation in denim factories in Turkey.
In this area of our supply chain we feel that we as a fashion brand have a huge responsibility, and we are working with three different areas to ensure a sustainable production.
We previously had all of our styles sown at a sewing room in Poland to ensure shorter transport and better working conditions than would be possible in a lot of factories in Asia.
While this was already a sustainable solution, this was one of the areas where we felt, we could do even better. Therefore we have recently moved our production to Denmark at the sustainable, socioeconomic sewing room Huset Venture.
90% of their staff are people, who aren't able to work full time due to accidents, illnesses or disabilities, but who still have plenty of viability, ideas and professional skills. They are incredibly quality oriented and due to the job agreements in Denmark, we know for a fact that they are paid a fair living wage and that all rules about working hours are complied with. It is incredibly important for us to have a focus on CSR in our production, so we are very pleased to have recently made this change.
Because we have been able to shorten the distance between our warehouse and our sewing room we have greatly reduced the amount of CO2 emission happening during transportation.
We have always made a very small amount of stock at a time to avoid waste as much as possible, but we recently decided to change this into an actual made-to-order production, where each styles is sown and coloured after the order is placed to be able to nearly eliminate any waste of fabrics and dye.
CHEMICAL FREE DYEING
20% of water pollution comes from textile treatment and dyeing
200.000 tons of dye is lost through effluents each year
90% of waste waters in developing countries are discharged into rivers
To combat these issues we are currently working on a few solutions.
Our goal is to get to a point, where we can hand dye all of our garments with natural dyes made from plants, food and food waste alone to avoid any chemicals in the water and in the fabrics that can harm the health and environment.
We actually have a dream of being able to develop our own line of all natural dyes for at home colouring as well as industrial scale colouring to completely eliminate the chemical dyes used in factories around the world and thereby help reduce water pollution in developing countries.
PRODUCT LIFE CYCLE
400% carbon emissions can be saved if we use a garment 50 times instead of 5.
The average life time of a garment today is only 3 years.
There is massive room for improvement in this area for all garments produced today.
As a fashion brand you can be really sustainable in all other areas of your value chain, but if you do not focus on actually prolonging the life span of your products, the over consumption will continue leaving tons and tons of wasted textiles behind in our landfills.
To address this problem, we have chosen to focus on the three key areas below.
We already went into depth about how we design to prolong the life span of our garments in the section Designing for good, so we won't be repeating this, but this is an important first area to focus on when trying to prolong the product life cycle of a garment.
Another important area is to provide more accurate care instructions to your consumers, i.e. washing instructions, how to make colours last longer etc. For more details on this, you can read our garment care section here.
We offer free repairs on all of our styles, as we believe the answer to the huge waste problem in the fashion industry lies in the fact that consumers usually choose to buy a new product rather than repairing what they already have.
All of our sustainable efforts aim to comply with the above UN sustainability goals, as we truly believe in a better future, if we all strive to do a little better each day. Read more about the UN sustainability goals here.
If you have any questions or suggestions we would love to hear from you.