The Nordic countries have a long tradition within the fields of design and innovation. Nordic design is often characterized by simplicity, clean lines and functionality. The event PURE NORDIC: Nordic Design & Innovation Week - is an interactive platform to showcase the Nordic concept of sustainable and innovative design.

PURE NORDIC was arranged for the first time in Shanghai this November and showcased a range of design sectors focusing on the idea of design as a process, not just a product. One day was dedicated to fashion.  

Representing Denmark the chef collective I’m A Kombo, together with fashion brand Soulland created an edible FOOSHION event, a collaborative dining platform merging food and fashion.  

Lotta Ahlvar from the Swedish fashion council presented the backbone of Nordic fashion collaborations and introduced the DNA behind developments in Swedish brands. To illustrate Michael Lind, Founding partner and Head of sustainability for Swedish brand Uniforms for the dedicated, presented their concept and innovative take on sustainability as inspiration for new business models.  

Gisle Mardal from Norwegian Fashion Institute presented the NICE concept and launched the Copenhagen Fashion Summit for 2014. Mardal continued to showcase Norwegian brands and especially explained the momentum happening on the fashion scene in Oslo.  

Creative Director and founder of the sustainable luxury brand Nina Skarra presented their approach to sustainability in the value chain, and of the brands unique position in building a luxury brand coming out of the Nordic region. \

The event in Shanghai is one in many to come where the Nordic fashion association gets to promote sustainability through NICE and the concept of New Nordic fashion globally.

Norwegian Fashion Institute