When it comes to fashion, the materials matter.
In 2020 we used
environmentally preferred materials
What does that mean?
But that’s just a start!
Each season, we aim to increase the amount of environmentally preferred materials we use. Our goal for 2025 is to be using
environmentally preferred materials

Our use of environmentally preferred materials

In 2020, Merino wool made up 9% of the material in our knitted garments and accessories.

The average life of a wool garment is:
2-10 years
For cotton or synthetic materials, this is just 2–3 years
Learn more
Animal welfare
We don't use any vulnerable, endangered, exotic or wild-caught species, fur or rabbit hair, feather or down, bone, horn, shell or teeth, mohair or cashmere silk.
What about leather?
Conventional cotton
In 2019 we acknowledged that conventional cotton was our biggest challenge material-wise. We changed our basic jersey tricot qualities from conventional cotton to GOTS certified organic cotton from SS20 collection onwards.
This made a huge impact and our
2020 consumption of organic cotton was
from all fibers, which is almost four times higher than
our use of conventional cotton
We expect the use of conventional cotton to lessen even more in the coming years.

Synthetic materials, labels and hangtags

We have made a significant improvement in our approach to synthetic materials in 2019, with many recycled materials in use.

In 2020, 85% of our jackets were made from recycled polyester or recycled polyamide.

We started using only 100% recycled materials in all of our woven labels and hangtags from the beginning of 2019.

Pure Waste recycled cotton

In 2020, Pure Waste textiles made up 6% of the material used in our products.

Pure Waste Textiles are created from
We have saved
108.1 million litres
of water (2016-2020)
newly produced T-shirts
It takes 2,700 litres of water  to make one T-shirt. An average person drinks that much in 2.5 years.
That’s equal to
recycled materials
Learn more