In order to increase the sustainable products in its collection, this Spring, Swedish apparel retailer, KappAhl will have 24% of its assortment with the sustainability label. For this ‘Dreams through a Lens’ collection, the retailer has collaborated with famous and acknowledged photographer Mary McCartney. “So far there is limited availability of sustainable materials, which is one of our major challenges. We are closely following the commercial availability and participating in important projects that are taking the development forwards,” reveals Carina Ladow, Vice President (Assortment and Design), KappAhl.
The retailers campaign ‘Dreams through a Lens’ is a classic, timeless summer collection, completely produced from sustainable materials like organic cotton, flax and recycled polyester. Also, it is produced using less water, energy and chemicals and it has a classic cut, which means that clothes last longer. “Today, 24% of the assortment is sustainability labelled and, by 2020, all cotton from the fashion chain will originate from more sustainable sources,” revealed the retailers’ press release. Founded in 1953, KappAhl is a leading fashion chain in the Nordic region with nearly 400 stores in Sweden, Norway, Finland and Poland.
