Q: What will your raw materials/fiber portfolio look like in 2030?

We have set a goal that we will only use recycled and other sustainably sourced materials by 2030. We want to prioritize the use of recycled materials and complement that with materials that have been sustainably sourced such as organically grown fibers, BCI cotton, bio based synthetics and plastics, GHG-based materials and responsibly sourced man made cellulosic fibers (MMCs) and animal-derived fibers such as wool grown to the Responsible Wool Standard (RDS) and down to the Responsible Down Standard (RDS).
There are many exiting sustainable fiber innovations both on recycled materials and bio based alternatives made out of residues or other sustainable and renewable resources like, for example, grape leather and orange fiber that we hope can replace many of the materials that we use today.

I believe that the range of materials we are using in 2030 will look quite different than the ones we use today.

To fully move away from materials that are not recycled or sustainably sourced will depend a lot on new innovative materials that can replace the current material portfolio, and we definitely need to heavily increase the use of recycled materials.

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Q: Tell us about the progress you are making towards circularity?

In the past year we have set ambitious commitments and goals towards circularity.

We have a vision of being 100 percent circular which means that we will have a circular approach to how products are made and used, taking a holistic approach to circularity covering our whole value chain from design to end of use and recycling. We have also set a goal to only use recycled and other sustainably sourced materials by 2030.

We have now started this journey and we are working on all the different areas of the value chain setting strategies, roadmaps and goals in place to achieve this.

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Q: Is the 2030 target a deliberate alignment with the SDGs?

The Sustainable Development Goals are a good and important tool and framework for the industry. We use the SDGs as a tool for the direction in our strategy work. The recycled and other sustainably sourced materials 2030 goal is very much aligned with the SDGs.

Q: Will your collections look very different [in 2030] from what they look like today?

When we say that we will have a circular approach to how products are made and used we mean that we need to take a holistic and systemic perspective of circularity covering the whole value chain. This approach covers how we design for circularity, the raw materials we choose, the production processes we use including energy, water and chemical use and finally we need to expand the lifespan of the products making sure we keep the highest value and use through different forms of re-use models, care and repair, remanufacturing and finally recycling.

We need to make circular sustainable fashion attractive and easily accessible for our customers and we need to continue to engage with customers and other actors throughout the fashion value chain as all these actors are crucial for this development and for going from a linear and unsustainable fashion industry to a sustainable circular system.


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