The Swedish fashion brand, Kappahl has increased the ratio of its goods made from more sustainably sourced materials by 70%.

In 2015 the figure stood at 19% and the company that also owns Newbie and Shop Online stated that it targeted reaching 100% sustainably sourced products by 2025. They have fast-tracked this process and are aiming to reach it before the deadline.

Sandra Ross, the head of sustainability at Kappahl, stated that organic cotton was more sustainable than conventional cotton and that until they can assure with certainty that material or process is actually sustainable, they will use the term more sustainable.

The more sustainable materials favoured by the company include Ecovero viscose, organic cotton, and denim produced using an improved washing process that conserves and reduces water, energy and chemical consumption. The cotton is sourced through the Better Cotton Initiative (BCI).

Roos stated that clear goals and guidelines, their sustainability scorecard, dedicated designers and good working relationships between purchasers and production were key factors in this process.

Kappahl stated that convention towards a more circular business model meant more sustainable utilisation of materials, chemicals, water and energy. It also aids working conditions in the company’s supply chain and extends the lifespan of its garments.

Elisabeth Peregi, the CEO at KappAhl, stated that The percentage of more sustainable materials in their range is increasing and each year they move measurably closer to creating a circular business. Elisabeth added that they are continuously looking for more ways to improve KappAhl’s sustainability performance in line with our goals.