KappAhl switches to sustainable denim, cotton is next target
Swedish fashion company KappAhl has launched its autumn collection and said it has achieved the key milestone of manufacturing 100% of its denim range “in more sustainable fabrics and using more sustainable production processes.”
Denim is one of the main materials to be in the firing line of sustainability campaigners given the major impact it makes. That includes excessive water use and waterway pollution. This has led a number of companies to introduce a sustainability denim drive in recent seasons.
KappAhl, which also owns the Newbie baby and kidswear chain, said that all of its denim clothes are to be made of more sustainable fabrics “using production processes that require significantly less water, energy and chemicals.” In fact, it should be able to use half the water and 30% less energy in the washing processes compared with conventional denim.
The goal will be achieved by 2020 with another target for next year being to ensure that all of its cotton is more sustainably sourced. The company said that aim is a “high priority for the fashion chain since cotton is one of the most important raw materials. Cotton is popular and in great demand. However, its production is highly consumptive of water, fertilisers and pesticides, and intensive farming depletes the soil and poses health risks to the growers. It is essential to switch to organic farming or other more sustainable practices in order to tackle these issues.”
It’s all part of the firm’s long-term Responsible Fashion strategy, which is based on having a completely sustainable product range.
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