24% of retailer Kappahl's range carry sustainability label

08 May '15

2 min read

As parts of its efforts to increase the percentage of sustainable products in its range, this spring, Swedish apparel retailer, Kappahl will have 24 per cent of its assortment with the sustainability label.

For this spring, it also has collaborated with the famous photographer and internationally acknowledged photographer Mary McCartney, daughter of Paul and Linda McCartney for its ‘Dreams through a Lens’ collection.

In a poll held recently, in its questionnaire, Kappahl asked its customers what were the most important environmental issues.

“Increased access to environmentally friendlier materials and reduced use of chemicals came top, a Kappahl press release informed.

“These two important sustainability challenges too are high-up on KappAhl's agenda,” the Kappahl press release observed.

"The so far limited availability of sustainable materials is one of our major challenges”, Carina Ladow, vice president (Assortment and Design) at KappAhl said.

"We are closely following the commercial availability and participating in important projects that are taking the development forwards," she too added.

Mary McCartney is also acting as the creative director as well as photographing and filming the ‘Dreams through a Lens’ campaign.

According to Kappahl, ‘Dreams through a Lens’ is a classic, timeless, summer collection, completely produced from sustainable materials like organic cotton, organic flax and recycled polyester.

The collection is produced using less water, energy and chemicals and it has a classic cut that means the clothes last longer.

"KappAhl and Mary came together their great commitment to sustainability and the ‘Dreams through a Lens’ collection, combines sustainably produced materials and classic fashion that endures,” Ladow explained.

“Today, 24 percent of the assortment is sustainability labelled and, by 2020, all cotton from the fashion chain will originate from more sustainable sources,” Kappahl concluded by saying.

Kappahl was founded in 1953 and is a leading fashion chain in the Nordic region with nearly 400 stores in Sweden, Norway, Finland and Poland and also has an online portal.

Kappahl offers good-value fashion of its own design to a wide range of consumers, women, men and children, with a particular focus on women in the mid-life age range. (AR)

Fibre2fashion News Desk - India

More Apparel/Garments News - Sweden...