It is easy to choose sustainable fashion with us — just as easy as finding your own style at a great price. That's why 53 per cent of our fashion range is sustainability-labelled. And there's more to come.
Here you can read about sustainable materials we use today.
Organic cotton is cultivated without chemical pesticides, dangerous chemicals and fertilizers. Genetically modified crops, GMOs, are not used either.
We use organic cotton in several of our collections. In Newbie, our collection for the youngest, the cotton is always 100 percent organic. We also use it in basic garments for women and everyday clothing for children, in the Kaxs collection.
We started using organic cotton over 20 years ago. The organic cotton is certified, which guarantees that it complies with the requirements of organic farming.
Our customers should be able to rely on our clothes. That is why we work with the Oeko-Tex Standard 100 label, which ensures that our garments do not contain harmful substances. In order to be able to use the label, our clothes undergo extensive testing by independent institutes. Everything is tested - fabric, thread, labels, embroidery and print.
The tests not only cover substances which are prohibited or which have statutory value limits established by law, but also other substances that are proven to be, or suspected of being hazardous.
Our customers should be able to rely on our clothes.
We work with several recycled fibres in our collections - such as polyester and wool. The recycled fibres come from clothing, scraps and other textiles. They are ground down to fibres and can be used again in new ways. In this way, we save the earth's resources and reduce waste.
Our ambition is to further increase our use of recycled fibres. We also want to be part of developing the technology that can take advantage of the old material in a better way, to create new strong fibres.
There are several environmental benefits of recycled polyester.
Polyester is a synthetic fibre which was originally produced from oil, and is a non-renewable resource. Recycled polyester on the other hand, is made from PET bottles and residual waste from the textile industry. This allows us to minimise usage of the earth's resources and reduce our environmental impact.
Recycled polyester can be used for anything from silky dress fabrics for workout clothes, to fleece. It is a durable and washable fabric that retains its colour despite exposure to washing and sunlight. Another plus point is that it takes a lot less energy, reduces emissions of greenhouse gases and also of chemicals used. By recycling, we further reduce the build up of refuse dumps and harmful emissions from waste incineration furnaces.
Independent certification ensures that our recycled polyester is made from recycled materials.
Lyocell, or Tencel as it is also known, is a fibre made of cellulose from fast-growing forestry. Lyocell is processed with biodegradable chemicals in a closed system, using less energy. Therefore, most of the chemicals are recycled instead of being discharged with the waste water.
Lyocell is 100 percent biodegradable, and can be anything from silk-like fabrics to denim. It is strong, withstands many washes and shrinks very little. The clothes are also gentle to the skin and have the ability to transport moisture.
Organic flax is cultivated without harmful chemicals, pesticides or fertilizers - which is good for both people and the environment.
Vegetable tanned leather
Vegetable tanned leather is treated with vegetable tannins from the plant kingdom, such as bark, wood, fruit and leaves. Waste from the production is easier to take care of, because it does not contain chromium, as in traditional tanning.