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Product
Our goal to produce 100% of our products from at least 70% recycled, ecological or biodegradable material by 2025 has been evaluated.
Since sustainability is evolvning, we have to constantly re-evaluate our goals. Since there is still not a sustainable option to elasthane, it is more important to deliver the best product which is not possible without stretch for sportswear. Our goal for 2030 is therefore updated to 95%.
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The recycled, ecological and biodegradable collection
Our sustainability process starts with the design, making high quality and durable garments that can be loved, used and washed over time. Producing sportswear means balancing function and purpose of wear with our sustainability efforts.
Our ambition is to reach our sustainability goals without ever compromising on quality and functionality. Material choices have big implications for a garments environmental impact. We set out to produce 95% of our products in recycled, ecological or biodegradable material by 2030 and for AW24 we have reached 94%, an increase by 70% since 2017.
These are not the only sustainable descisions we have made when it comes to materials. We have also been fluorocarbon-free since 2015. The wool we use is non-mulesed wool and the down is either RDS or Re-Down. We also use digital printing, which requires less water and energy compared to other printing methods. Better fibers and finishing processes are a big priority and a part of the overall company targets.
Sustainable material development
There is no industry standard that regulates a specific per cent of recycled or ecological material that must be reached in order to qualify as a “sustainable” garment. All companies can set their own levels.
We consider our garments sustainable if they are produced by 70% or more recycled, ecological or biodegradable material. Our long-term goal is to reach 95% recycled, ecological or biodegradable material in our sustainable range.
Currently, 99% of the sustainable choice range, is made from 70% or more recycled, ecological or biodegradable material.
Material Classification
A large portion of the impact of fashion happens at the raw material stage. Fiber selection affects care instructions, the longevity of the product and how to potentially recycle it one day. Our efforts in making sustainable choices when producing our garments, are guided by our material choice matrix, which is based on our own research and industry standards. The fibers are classified by their impact on the environment.
The materials are classified A-E, with A being the preferred and E being the banned materials. 83% of the materials used in our current collection qualifies as preferred materials. 14% falls under the B and C classification and 3% in the D classification.We do not use any materials that are E classified.
Our 2030 goal is to reach 95% A & B qualified materials. For the time being, there are no recycled option for Elastane that meets our quality standard, which means we will have to accept a C classified material until there is a recycled option that is as good as, or better, than our current material choice.
A - Preferred
Recycled Polyester
Recycled Cotton & Wool
Recycled Polyamide
Organic Cotton
Tencel/Lyocell
B - Good
Modal
Hemp
Recycled Down
C - Use with care
Virgin Polyester
Certified Wool
RDS Down
Virgin Clastane
Metal
Paper
Kapok
D - Avoid
Conventional cotton
Viscose
Bamboo
Rayon
Conventional Modal
Conventional Wool
Virgin Polyamide
Virgin Acrylic
Rubber
Latex
E - Banned
Virgin Cashmere
Leather
Mulsed Wool
Animal Hair
Fur / Feather
Angora / Mohair
Non RDS Down