A fashion chain in Sweden goes more sustainable

With the current collection, "It's all about being friendly" the fashion chain use quirky and personal texts to reinforce the message with the eco-friendly garments.

-         It must be easy to shop fashion produced with care, the texts will help the customer to make a conscious choice, says Carina Ladow, Vice President Assortment and Design at KappAhl. We want our customers to get more stylish, sustainable clothes in their wardrobe.

To enhance the customer conscious choices when it comes to sustainable fashion is one of the fashion chain's priority activities in sustainability in the future.

-         Our customer should be aware of that also the KappAhl garments that are not certified meets harsh chemical requirements, says Eva Kindgren, CSR and quality manager of KappAhl production. The share of certified sustainable fashion will continue to increase each year in our stores.

About the collection "It's all about being friendly", currently in store:

"It's all about being friendly" is a recurring collection with an eco-friendly theme. This time, the collection consists of classic "feel-good clothes" in a neutral color scheme. The collection is made of materials that consistently are environmentally friendly, such as organic cotton, lyocell and recycled fibers.

• Organic cotton is grown without the use of dangerous chemicals, pesticides or fertilizers. Cotton titled organic is approved by external certification organs.
• Lyocell is a new type of fiber made from the same raw material (wood cellulose) as viscose but with chemicals use and manufacturing processes that a more gentle to the environment.
• Recycled fibers are made from already used materials such as PET bottles, old clothing or raw waste from the textile industry. This leads to a reduced consumption of raw materials.

During the year, KappAhl's work to help the customer to a more sustainable wardrobe included the following activities, among others:

• With more sustainable collections such as Newbie, Kaxs and "It's all about being friendly", the supply of sustainably produced fashion is growing every year.
• Clearer labeling of certified products in store.