5 Scandinavian brands opting out of today’s shopping hysteria
A brand new second-hand line, the launch of a ”pliking” initiative, highlighting timeless essentials, and more.
By JOHAN MAGNUSSON
November 27, 2020
Haglöfs pre-launches new second hand concept Restored today
In recent years, Haglöfs’ Green Friday initiatives have become well-known for taking a stand against the environmental and social perils of excessive consumption. The company has closed down shops and webstores on the most notorious shopping day of the year, and last year even increased its prices, while giving profits to environmental charities.
This year is no different with the brand taking the opportunity to promote the option of second hand as the most responsible choice this Black Friday. The sale of new products is restricted by once again closing down its webstore and all of the Haglöfs brand stores apart from the one in Stockholm, which, however, doesn’t sell the regular product line.
Instead, visitors to the latter will get a chance to try out and purchase the new second-hand collection, Haglöfs Restored, which also gets its digital debut on the company’s Instagram page. For the concept, Haglöfs has partnered up with The Renewal Workshop, a leading provider of circular solutions for apparel and textile brands. Products that still have life in them but would otherwise go to waste are cleaned, repaired, reproofed, and restored to the brand’s standards, before being added to the collection.
The message is simple: if you have to buy something today, take a stand and buy second-hand.
— This new collection is as functional and good-looking as our regular one but has an added environmental benefit. By restoring items which would otherwise be neglected or discarded — and giving them a new lease of life — we’re directly saving on waste, emissions, and water in the manufacturing process, and keeping still-premium materials out of landfill. We’re making the most of what we already have by providing second-hand gear for first-hand adventures, says Fredrik Ohlsson, CEO.
Haglöfs Restored will launch officially in FW21 and is part of a wider program of initiatives aimed at extending the useful life of the brand’s gear, to be presented to the consumer in 2021.
ASKET collaborates with photographer Jonathan Daniel Pryce to celebrate the power of timeless style
For the fourth year running, Swedish menswear brand ASKET will be closing their online store on Black Friday. Instead redirecting customers to their Garment Care Portal and encouraging them to take care of what they already have, rather than buying something new.
They’re also teaming up with award-winning fashion photographer Jonathan Daniel Pryce, who you might know as Garcon Jon, for a photo series. It’s focusing on the timeless essentials from ASKET’s Permanent Collection, to which the brand only adds 3 to 4 new pieces a year, as well as include subtle hints point to failings within the current fashion system.
— I like that ASKET works to restore the simplicity of garments, bringing them back to their very essence; quality, fit, and timeless design — there’s a beauty in that, says Pryce.
— Typically editorial shoots showcase the latest fashion trends and short-lived seasonal pieces, but in collaborating with Jonathan we wanted to challenge that notion, showcasing that fashion fades with the season but true style prevails. We want to inspire people to focus on fewer but quality belongings that they can rely on year in, year out, says August Bard-Bringéus, co-founder.
Organic Basics is lowering the prices for a good cause
The Danish basics brand is one of the leading sustainable-minded Scandinavian brands as of today. Launching today is the Regenerative Cotton Pilot Project, for which Organic Basics has partnered with WWF to give direct support to farmers in Büyük Menderes Basin, Turkey, wanting to make the switch to regenerative cotton.
Since the industrial revolution, Organic Basics shares, the way we produce food and clothing has been damaging our ecosystem, contributing up to a third of global carbon emissions. Deep-tilling and the use of harmful chemicals have turned the soil into useless dirt. To make matters worse, massive areas of land around the world have become barren. And these lands can no longer absorb carbon from our atmosphere.
Implementing regenerative farming practices can promote the growth and protection of healthy soil — and help draw more carbon down from the atmosphere.
For every order made during the brand’s 25% sale until Monday, they will donate €10. This €10 will enable 5m² of cotton fields to be converted to regenerative practices. The goal is to convert 30,000m² of land, to draw down over 800 tonnes of carbon back to where it belongs.
Filippa K highlights their Core Collection
Yes, today is truly a great opportunity to drive a movement of mindful consumption. Take Circular Monday, for an example. Since their beginnings in 1993, Filippa K has valued longevity and strived to create clothing in a — literally — timeless fashion. Their own consumer surveys have proven that it works, revealing that 83% of the pieces purchased by their customers through the past 20 years are still being used on a regular basis.
Instead of taking part in sales during this period, the brand will communicate their Core Collection of permanent pieces — a range that’s always available and never on sale. Each piece is timeless and seasonless, made in classic colours and quality materials.
Good for the customers, good for the brand, good for the, struggling, retailers. And, needless to say, a better choice for the planet.
Lundhags launches pliking initiative to reduce overconsumption and environmental destruction
This weekend, Lundhags starts the initiative pliking (picking up litter and hiking) as a response to more and more litter ending up in nature.
— Nature and the wilderness are a fantastic source of recreation and recovery and we see how more and more people discover nature in these difficult times. Unfortunately, what we also see is increased wear and littering, which led us to start this initiative, says Caroline Karlström, marketing manager, continuing,
— We start the initiative on Black Friday as a way to ”disrupt” the unsustainable shopping hysteria. We hope to inspire people to go out and enjoy nature instead of shopping and at the same time bring a bag to fill with the litter you find.