We don’t do excuses. We build for a better future. We create with responsibility at the core.

Innovation for change

We believe in innovation as the key driver for changing industry standards. We foster ideas, challenge status quo and celebrate new ways of thinking. We are fueled by technology, innovation and people and we constantly aim to challenge processes, culture and skills to push fashion forward and tackle the huge challenges of our industry.

Currently our innovation program is organized in 2 initiatives:

  1. Innovate to mitigate
    An initiative that focuses on physical and digital innovations that compensate the negative externalities of fashion. The first projects will focus on reducing the waste in product development through 3d modelling, transparency in garments and investing in innovating more sustainable fabrics and trims.
  2. Decouple growth from resources’ use
    Obviously making new clothes is putting a lot of pressure on the planet. We intend to explore new opportunities to separate our success from using resources. We cannot achieve this alone. We need to invest time and money to assess the opportunities available now and in the future; first from our digital fashion tests and learning program where we experiment with web3 through AR, NFT’s and the metaverse. Secondly through circular business model initiatives.

Power to the people

We believe in individuals. And we believe that powerful actions and big ideas derives from a safe, healthy and respectful work environment. As an industry relying heavily on women’s talent, creativity, craftmanship and ambition, we have a responsibility to help women feel safe and empowered and to sparkle a culture that unleash creativity and innovation.

We have compiled 5 core initiatives that we live by

  1. Be a Great Place to Work
    The Fashion industry is well-known for its high workload environment. This is not a fate. We want to challenge our processes and workflows to focus on quality and people’s development so that every single talent feels considered and able to grow with us. We have pinpointed several initiatives that will lead to change and by doing so, we aim to become a certified ‘Great Place to Work’ in 2025.
    • Clear expectations and development plan for each employee
    • New processes as we grow to ease teamwork across the entire company
    • Transparent and positive culture around our core values: Embrace change, celebrate people and succeed together
    • Yearly events to share the vision and build our future together
  2. Stand proud
    The DNA of our brands has always focused on women’s rights to own their body and to feel empowered every day. We want to reinforce this commitment through a deeper conversation on body representation in our designs and the support of NGO’s fighting for women’s rights everywhere.
  3. Opportunities through education
    We need to provide our stakeholders with the tools to build the future of fashion.
    Our initiatives focus on sustainability education but also on supporting fashion schools and fashion talent research programs.
    • We have launched a new KEA partnership that investigates how sustainability is communicated in the best possible way to our community
    • In 2023 we will kickstart two research projects focusing on microplastic in collaboration with Aarhus University
    • We are currently working on a whitepaper about the metaverse to understand how we can transform fashion to the better and benefit from technology and web3.
  4. Source responsibly
    We have a key role to play to improve social and environmental practices in our supply chain. On top of our due diligence processes, we partner with Better Buying to identify our progress needs and build meaningful partnerships based on trust, traceability and continuous improvement.
  5. Share success
    We want to build stronger, long-term partnerships to increase knowledge sharing with our talented suppliers, and redefine our contracts to share the success and push positive changes.

Reshaping business, to rethink our future

Every day and every action counts to protect the future of our planet and our own existence. From the 1st design idea, we have launched an ambitious training program that focuses on immediate impact decrease and support of local initiatives.

  1. Design for sustainability
    A new training program of all our teams to understand our ambition and transform it into short-term changes with a focus on circular design, sourcing of preferred material and phasing out waste.
  2. Stop resource depletion and pollution
    Strict implementation of new production guideline including AFIRM chemical restricted list, and no virgin material objectives. On top of planned training on microplastic, we aim, by 2025, to deliver life-cycle assessments of our key styles.
  3. Fight climate change
    From 2023, we will report our carbon emissions and build objectives of reduction on our 3 scopes. New internal policies will be deployed to challenge our purchase and operations accordingly. We aim to join SBTI by 2025.
  4. Build resilient supply chain
    We want to support our key suppliers improve their resilience to climate change and social tensions that are arising everywhere.
  5. Give back to the planet
    From 2023, every year we will give time to the planet by supporting local projects focusing on environmental sustainability.

PREFERRED MATERIALS

Inspired by Textile exchange guidelines, we built our in-house Preferred Material Guidelines that help our sourcing team request, select and develop garments that offer the best of what the textile industry can offer.

  • Our first focus is always durability in both the timelessness of our designs, and the quality of materials and the craftsmanship behind our garments.
  • We aim to switch to no virgin materials by 2030, as the market is evolving and offering better and better options. Yet, we are aware that today, recycled materials do not always mean quality and low impact.
  • For each unique material our collection covers, the Preferred Materials Guidelines help our sourcing team identify one to three options that are the best in the market today.
  • For you, as a customer, our Preferred Materials label will help you identify garments in our collection that offer better options in the textile industry.