Design for longevity

  • Target: 100% of our collection designed according to our longevity principles by FY 30/31 
  • Progress: We conducted a wardrobe study on product use patterns in FY 23/24, and created a design for longevity evaluation tool

Progressive creativity embodies style and sustainability. It’s design that considers the entire lifecycle of a product, how it is used, cared for, repaired, passed on, reused, and ultimately recycled at the end of its life. We are designing products with purpose and our goal is to create icons that stand the test of time. We assess the quality of our product after long-time use, and we are diving deep into research with our expert partners and customers to understand what that means in practice. By FY 30/31, 100% of our collection will be created using our design for longevity principles. ​  

Understanding product use 

To improve product longevity, we need to understand our customers’ habits and how our products are actually used. We have conducted research, consulted industry experts on consumer behavior towards fashion and carried out an in-depth 'wardrobe study' among a selected group of users. With this study, we examined fashion habits, purchase motives, and answered questions such as; what makes a product a favorite, why is it no longer used, and does it need repair or is resold over time? The results are used to create product-specific criteria within our design for longevity principles. 

Product durability 

A strong effort is put into assuring our products live up to our high-quality standards. We have an in-house quality laboratory and test all products and materials according to international standards. Our quality auditors monitor the production, and we carefully follow up on customer feedback and claims. Our design for longevity strategy includes verifying product durability after long time use by performing extensive wear testing on different product categories. We’ve made prolonged wear test of our denim and jersey/fleece range and found that most of them meet high durability criteria. 

Product recyclability 

Designing for longevity also includes considering the end of life of our products. As of today, at least 35% of our collection can be recycled into new fibers according to major EU recyclers’ requirements, taking into consideration that the textile recycling industry is still developing. We are committed to establishing partnerships with suppliers and recyclers, monitoring innovation, and following EPR regulations for textile waste. A recyclability guideline will be created under our design for longevity strategy to help our design and product team to make informed choices.  

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