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.
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.
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 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 SS22 or AW22, 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.
With these efforts we are able to send out only a few collections each year and hopefully thereby over time make our customers get used to buying new clothes less often and choosing quality over quantity.
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 yarns and we are continuously looking into new and even more sustainable textiles to work with for future collections.
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.
All of our crocheted garments are handmade by our designer in Denmark. We love crochet because it is one of the only crafts that can not be replicated by a machine, which means the prices can not be pushed down to a level where workers are not getting paid a fair wage.
Because we have no distance between our production and storage we have eliminated the amount of CO2 emission that would usually happen 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 crocheted after the order is placed to be able to nearly eliminate any waste of yarn.
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.
01. 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.
We have a take-back-programme called Reloved for the styles that are either not repairable or that our customers no longer wish to keep. We will unwind the garment and reuse the yarn for either other styles or accessories while offering a compensation depending on the state and price of the original garment. Send us an email here to find out more.
UN sustainability goals
All of our sustainable efforts aim to comply with UN sustainability goals 12 (Responsible consumption and production) and 13 (Climate action), 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.
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