70% of KappAhl's range made of more sustainable materials

18 Nov '20

2 min read

Pic: KappAhl

KappAhl, a leading fashion chain in the Nordic region, has announced that its efforts to contribute to a circular fashion industry are showing good results. At present, 70 per cent of the fashion chain’s range is comprised of more sustainable materials. Five years ago, this figure was 19 per cent, and the target of 100 per cent by 2025 is within reach.

“The percentage of more sustainable materials in our range is increasing and each year sees us moving measurably closer to our goal of creating a circular business,” KappAhl’s CEO Elisabeth Peregi, said in a press release.

Year by year, KappAhl is making measurable progress in its sustainability agenda. Its commitment to promoting a circular fashion industry is founded on the sustainability strategy Responsible Fashion.

Using sustainability as a compass in its product development process enables KappAhl to transition towards a more circular business model and more sustainable utilisation of materials, chemicals, water and energy. Choosing more sustainable materials and processes helps to bring about improvements in the working conditions in the supplier chain and also to extend the life span of garments.

“Clear goals and guidelines, our sustainability scorecard, dedicated designers and good working relationships between purchasers and production are key factors in this process,” Sandra Roos, head of sustainability at KappAhl, said.

On being asked often what sustainable means, Roos answers with a rhetorical question: “Is organic cotton a sustainable material? No, it’s simply more sustainable than conventional cotton. So until we can say with certainty that a material or process is actually sustainable, we have decided that KappAhl will use the term more sustainable. We only make promises we can keep.”

Fibre2Fashion News Desk (JL)

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