– By Lifestyle Food
Have you ever heard of the legendary Swedish fashion? You will be surprised to know how well dressed and fashionable the people of Sweden are! Let’s say, dress up your impeccable best and get a picture clicked with a swede. There are high chances that you look drabby in comparison! Contrary to the belief in the rest of the world that we wear fashionable clothes to stand out, swedes try their best to blend in and still manage to stand out from the rest of the world with their form-fitting clothes and fresh new haircuts. What’s more, Sweden’s capital Stockholm is the host of the country’s biannual fashion week and Sweden, in turn, serves as the fashion capital of Scandinavia.
Like the mindset surrounding most consumer products throughout Northern Europe, Swedish fashion embraces usefulness. Clothing is made to be practical and purposeful. Simplicity is the core idea of Swedish fashion designers, with mostly neutral colors. Sweden embraces a mindset of owning and creating products that are just as functional as they are aesthetically pleasing, and clothing is not exempt from that criterion. Sweden, being the most sustainable country in the world, has earned its ranking for its use of renewable energy sources and low carbon dioxide emissions, which has trickled down to the fashion industry as well. The new era Swede fashion is a cocktail of innovation, eco-ethics and global trends. You too can have a share of it with these ‘green’ Swede fashion brands!
‘Dedicated’ towards slow fashion
Dedicated is a Swede ‘sustainable brand with flavor’ founded by Johan Graffner.
The men’s, women’s and kids’ fashion brands have maintained complete transparency with their data to ensure everyone’s rights are protected. All their garments are made of GOTS-certified organic cotton, recycled plastic bottles or Tencel and more than 90% of the cotton is Fairtrade certified. For every new signup of their newsletter, they plant a new tree to make the environment carbon-free.
Nudie Jeans : It’s more than just ‘jeans’
Nudie Jeans was founded in 2001 by Maria Erixon with her husband Joakim Levin with an aim to build an ‘environmentally conscious’ brand. Headquartered in Sweden, the brand manufactures denim from organically grown cotton resourced from Italy. The company is known for obtaining fair-trade raw materials and transparency throughout the entire manufacturing process. The brand highlights the importance of reuse as it takes minimum resources to reuse an item. To encourage their buyers to reuse their old denim, the brand offers free repairs, pre-loved jeans and a 20% discount on a new pair when returning in an old pair.