On our way towards more sustainable fashion, we are testing and investigating new ways of production, together with companies that specialize in fashion innovations.
- In 2017 we ran tests for using production leftovers together with Reverse Resources.
- For spring/summer 2019 we launched a Limited Edition Collection made from 100% recycled fabrics, in collaboration with Recover©.
- Our Weekday Workshop project concentrates on producing on demand, instead of saturating the market with too many products.
- In 2019 we collaborated with H&M group’s The Lab and Unspun, using body scanning technologies to create the perfect fit jeans made-on-demand.
- In 2019 we collaborated with Infinite Fiber Company (IFC), using recycled fiber made from textile waste, recycled paper, cardboard and agricultural waste.
- During the summer of 2019, we created a small tweaked/second life denim collection with unsold pieces from older collections.
In 2017 we collaborated with Reverse Resources, a company specializing in reusing production leftovers. By creating a textile industry network, Reverse Resources work on reducing resource spill. Awarded with the Global Change Award, Reverse Resources is aiming for a new model of remanufacturing by integrating more of the leftovers back into production.
Limited Edition Collection SS19
Our Limited Edition Collection SS19 created together with Recover© was made from 100% recycled fabrics. We used post-industrial cotton waste, that had been collected and colour separated, so no recoloring was needed. Then the cotton was shredded into fibers and blended with recycled polyester, made from recycled PET bottles. The low-impact textiles save on energy, CO2, chemicals and water. And, help save PET bottles from ending up in landfills or oceans.
Our Weekday Workshop project gives customers a possibility to costumise their clothes and create items on-demand. We are looking forward to providing even more customisation and on demand designs in the future. The clothes that you will use the longest, are the ones you love the most.
Custom made jeans
When it comes to buying jeans, size and fit are two of the biggest issues for customers. Therefore, we wanted to see if we could produce products that are made to a unique size and fit preference with the help of emerging tech. In spring 2019 we partnered with The Laboratory and Unspun, a previous Global Change Award Early Bird winner, which has created an algorithm for a perfect fit. The algorithm converts the body scan into a paper pattern and measurement list that is production ready. The jeans are then produced as unique items in our partner factories, which takes ten days from customer scan and customizing to delivery.
To raise awareness about the importance of transitioning toward a circular fashion industry, we teamed up with actress Maisie Williams to design a two-piece outfit made entirely from IFC fabric. The project started off as a test within the Circular & Renewable Innovation Lab at H&M Group, which carry out proof of concepts on innovations in early stages of development. The project resulted in turn into a decision by H&M Group’s investment arm CO:LAB to invest in IFC. What makes IFC unique is their technology that can turn textile, cardboard and agricultural waste to new cotton-like material. The ground-breaking process makes it possible to recycle garments again and again without compromising on the quality, thereby creating a true circular fashion economy.
For summer 2019 we developed a small remade denim collection. The Re-Made capsule collection was co-created with the H&M group’s The Laboratory, the internal innovation department that explores new business models. Made exclusively from denim, the Weekday in-house design team started the process by identifying existing garments with the most potential for adaptation, and subsequently created new styles. Design solutions are as simple as noticing that trends are moving towards denim vests, and therefore removing the sleeves from denim jackets. Afterwards, the left-over materials from those sleeves can be transformed into something completely new, for example labels.