Kappahl takes a stand for sustainable denim – and encourages creativity with secondhand

Kappahl Group is clearly distancing itself from the trend of producing ripped jeans – a fashion that involves manufacturing new garments only to deliberately destroy them. Instead, Kappahl encourages its customers to get creative with secondhand and pre-loved jeans, crafting personal looks that stand the test of time.

“We want to inspire people to explore trends in a sustainable way – to create, reuse, and give jeans new life. It’s both fun and important for a more sustainable wardrobe and fashion future. This season is all about silhouettes, even in denim – from relaxed and baggy to straight and slim, in various lengths, from long shorts to extra-long jeans. And regardless of style, jeans should have a comfortable fit – and suit a sustainable lifestyle,” says Annika Hedin, Creative Lead at Kappahl Group.

Focus on sustainable production

Denim is one of the most resource-intensive materials to produce, with high water and chemical usage. That’s why Kappahl Group continuously works to ensure that every denim garment has minimal impact on both people and the environment. The materials used are exclusively certified organic cotton, cotton sourced through the Better Cotton* initiative, or certified recycled fibres.

“Kappahl’s denim is made with high quality to be worn again and again. Creating holes in a newly made garment does not add value,” says Sandra Roos, Vice President Sustainability at Kappahl Group.

Since 2023, all denim at Kappahl is both certified and fully traceable – from cotton field to finished product. This means customers can follow the entire journey: where the cotton was grown, where the fabric was woven, dyed, washed, and finally sewn into a garment.

“Kappahl’s denim also holds additional value in that we offer full traceability, which enables responsible practices regarding working conditions for everyone in the supply chain – that is, everyone involved in making our clothes,” concludes Sandra Roos.

FACT BOX: What is traceability?

Traceability is the transparent story behind our clothes. Knowing where the raw material, such as cotton, was grown, which factory turned it into fabric, where it was washed, and finally sewn together. In other words, it’s the full journey of how and where our clothes are made, from start to finish.

At Kappahl, it’s a way to ensure our products are produced responsibly throughout the entire chain – how materials are sourced and manufactured under safe and fair working conditions. And it allows our customers to make informed choices.

Traceability data is available via a QR code on the garments, linking to information on Kappahl’s website. In-store staff can also help customers find information about the garment in Kappahl’s online shop.

*Better Cotton is a global sustainability standard for cotton production, run by the Better Cotton Initiative (BCI). The goal is to make cotton farming better for the people who produce it, better for the environment it grows in, and better for the future of the textile industry. Learn more about BCI here: The world doesn’t just need cotton, it needs Better Cotton.