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Innovations

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 our first Re-Made capsule collection, a second life collection created from unsold garments from older collections.

Reverse Resources

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.

Weekday Workshop

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.

IFC

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.

Re-Made

During the summer of 2019 we created our first Re-Made capsule collection in collaboration with H&M group’s The Laboratory, the internal innovation department that explores new business models. Re-Made is a project that works with responsible designs and sustainable thinking to minimize waste by working with unsold stock instead of creating new garments. It is our hope that by working with existing garments, when possible, we will reduce our overall environmental impact by lowering the need for new garments.

Body Scan Jeans

During autumn 2020, after a year of testing, we launched our new design concept Body Scan Jeans, a new innovative 3D scanning technology that generates virtual avatars to produce custom-fit jeans. There are many aspects as to why the new Body Scan Jeans are a great idea, however the two main reasons are: they make sizing irrelevant by creating a unique custom fit, and they reduce unnecessary production by letting us only produce what you order. There is also something undeniably special about having an item of clothes made especially for our customers.

Re-think. production
Re-think. society
Re-think. your part
Did you know that 70% of our garments are made of either organic or recycled fabrics. Did you know that 70% of our garments are made of either organic or recycled fabrics. Did you know that 70% of our garments are made of either organic or recycled fabrics. Did you know that 70% of our garments are made of either organic or recycled fabrics. Did you know that 70% of our garments are made of either organic or recycled fabrics. Did you know that 70% of our garments are made of either organic or recycled fabrics.