Interview with Anna-Karin Dahlberg

Face2Face
Anna-Karin Dahlberg
Anna-Karin Dahlberg
Production sustainability manager
Lindex
Lindex

Is the dyeing technique same for both the styles?

The dyeing technique is used in 90 per cent of all our denim styles. 

How is the market for Better Denim and Even Better Denim styles?

Our aim is to not compromise with the look of the garment, but to offer the same nice styles to our customers as we have been doing all along, but with a lower negative environmental impact. So apart from our regular customers, we potentially also attract those who are looking for a more sustainable choice when making purchase decision.

You aim is to make 80 per cent of clothes through sustainable processes by 2020. How do you plan to achieve this target?

Since the processes done on the fabrics normally have a high impact this is where we focus apart from the garment wash. We are working closely with our vertical suppliers and with our fabric mills on both their chemical use and management to use greener chemistry, cleaner dyeing techniques like liquid indigo dye from Dystar in our denim and also to pick up on innovations within cleaner production. It can sometimes be a bit challenging although we are constantly taking steps towards our goal.

How do you overcome challenges faced during the process of accomplishing the sustainable goal?

We work a lot with practical cases and close cooperation with our suppliers. We have consolidated our supply chain significantly over the last few years for a number of reasons, and it has taken us far in our sustainability work as it allows us to work close to fewer suppliers.

How cost-effective is it to adopt sustainable methods in denim assortment?

Apart from the obvious environmental benefits, there is a business case for the suppliers since more sustainable production methods bring large savings in water, energy and chemicals. When it comes to liquid indigo from Dystar, it also brings a higher level of consistency in colour, which decreases the waste, which is both cost efficient and has a lower environmental impact.

How did your company perform in the last two years, and what are your expectations for the future?

Lindex is owned by the Stockmann group. About the future, we will continue to offer our customers more sustainable, affordable and inspiring fashion. Sustainability and digitalisation are two key areas that will continue to be important for us.

Kindly share your current retail presence for denim - both online and physical stores.

Our denim assortment is available in all our full concept stores and online.
Published on: 14/03/2017

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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