In 2019 we initiated the label GOOD CHOICE to help customers identify sustainable products from House of Dagmar. Products labelled with GOOD CHOICE consist of at least 50% more sustainable materials, such as GOTS-certified organic cotton, mulesing-free merino wool, chrome-free leather, regenerated fibres and FSC-certified viscose. In 2020 90% of our collection carried the label.
During 2015 – 2019 we took part in the EU LIFE funded project ECAP, initiated to reduce clothing waste across Europe and embed a circular economy approach. The four-year-long project aimed to divert clothing waste from landfills and incineration, reduce carbon, waste and waste footprint of clothing in Europe, encourage innovation in resource-efficient design, recycle textile fibre and influence customers to buy smarter and use clothing for longer. During these years, we commenced our material footprint measurement in collaboration with ECAP.
SKOGENS TYG (‘FABRIC OF THE FORREST’)
In response to the textile and fashion industry's current environmental challenges, the project uses scientific and technological innovations to create a new form of yarn and textile made from Swedish cellulose. With our collaboration partners from across the industry, we will further investigate how this new kind of yarn can be used as a potential alternative to the yarns made from fossil fuels that are widely used today.