An extension of Indiska's sustainable aspiration.
Make it last contributor Filippa Berg fronts the Indiska campaign for spring 2015
Recently, we highlighted Indiska’s work We Fight For Change. Now, the company’s entered a collaboration with the Swedish second hand chain Myrorna as an extension of their sustainable aspiration. This has resulted in a concept where Indiska’s customers are given the opportunity to submit textiles to their stores. Myrorna takes care of the textiles and sells them for the benefit of social work in Sweden. The idea is that the recycling will result in an increased reuse of textiles; while it also helps people who are in need of support. Myrornas’s CEO Caroline Andermatt says “it’s an exciting partnership that will result in more people giving gifts to Myrorna, as it will now be easier to donate used textiles and garments”. Sofie Gunolf, CEO at Indiska, agrees. She thinks the collaboration is going to increase the reuse of textiles and that it’s positive that Indiska and Myrorna will create change together with their customers.
The partnership will also result in a collection of jeans selected from Myrorna’s shops. These handpicked jeans will be sold in some of Indiska’s stores.
Sofie Gunold, CEO of Indiska
Make it last asks Sofie Gunolf, CEO of Indiska, about the collaboration with Myrorna.
Tell us how the collaboration with Myrorna came about.
– We still throw away too many of our used clothes, and the idea is primarily to promote reuse. The collaboration with Myrorna is a part of our efforts towards sustainability all the way from our suppliers in India to our stores. We fight for change and we want to inspire our customers and show them how they can contribute.
What do you think the response from the costumers will be?
– We hope that our collection of selected second hand jeans can make people who might not usually buy second hand choose a pair of jeans from Myrorna. Since two weeks, our customers can also leave the clothes that they don’t want anymore with us, instead of throwing them in the trash, and we will send them to Myrorna.
Why did you decide to pick up denim of all things from Myrorna to sell in your stores?
– We know that our customers often wear our tunics, dresses and shirts with a pair of jeans. We also know that there are others who are better than us when it comes to jeans. Our designers and Myrorna looked at a few different denim looks that fit the spring collection, and then they handpicked the jeans. They are available in eight stores in Stockholm, Gothenburg and Malmö to start with.
Words by Hanna Karlsson
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