The Initiative

“When it comes to sustainability, we should be less like competitors and more like partners. Let`s find solutions together!”
- Kari Traa

Our new sustainable Wastelayer collection just dropped, and there’s no doubt we’re proud of our first apparel made from recycled fabric scraps, and wood pulp and cotton fibers.

But while we celebrate the baby steps, it’s far too early to be awarded a gold medal. There’s more work to be done when it comes to sustainability.

Kari Traa Beanie

Navigating sustainability can be complex and difficult. The more we looked for answers, the more questions we had. Take recycling as an example: is it more sustainable to use recycled fabrics when we create new collections, or create collections that are easy to recycle?

There are vague concepts, superficial solutions and buzzwords that make it near impossible to make truly sustainable choices. Greenwashing tends to get the best of us. No wonder many consumers (and companies alike) feel so confused.


And that led us here: sustainability can no longer be a buzzword, a check list, an afterthought. It must be a reality that we, collectively with our industry, make a priority. We’ve had enough of everyone working in silos – forget about being competitors for a moment. Let’s work towards a common solution together. We want to share everything we know about sustainability with both consumers and brands alike. At the end of the day, a more sustainable approach will benefit us all. We want to contribute towards further transparency, so that we can all better navigate the complex landscape of sustainability.

To show you we’re all-in, we’re sharing total transparency on how we created the Wastelayer collection. We hope that others might find inspiration from our learnings on how to become more sustainable. Perhaps someone else has developed an even more robust program using fabric scraps, and can teach us about their sustainability efforts?

At the same time, we hope to find answers to the many questions we still have. Perhaps, we can find common standardized solutions for many of the shared challenges that we face? Read more about how we want to encourage knowledge sharing and transparency here.