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Brand to Watch: House of Dagmar

Posted in Style
by Johanna Andersson on 1 November, 2019

Photos from the House of Dagmar Spring/Summer 2020 lookbook. 


Times are changing, and the question is: are you changing with them? For a fashion brand, this would mean stepping up to take real responsibility, updating the entire value chain, and setting an agenda. In these exciting/enlightening times, when our attention is often drawn to the new brands “doing it right”, we sometimes forget to also put the spotlight on the ones that’s been around for a while; shout out to House of Dagmar

Even though ethics and environment have been priorities since they started out in 2005, this Swedish brand (best known for its high-quality knitwear) seem to have moved up sustainability on their agenda (and advertising it) in more recent years. Quoting a new press release coming out of their Stockholm office, the fashion house says that they “strive to create collections that are long-lasting in quality and style, using production methods that are animal and environmentally friendly,” also stating that “sustainability is their main focus”.

Maybe you’ve read our features on Dagmar’s animal-friendly furs and organic cotton collection? So maybe you’re already a fan, in which case you’ll be happy to hear that the brand’s new 2020 Spring/Summer collection (doesn’t it look great?) is made with 85% sustainable materials, such as: GOTS certified organic cotton, recycled polyester, Oeko-tex certified silk, linen, lyocell and mulesing-free Merino wool. The color palette is limited to timeless neutrals and earthy hues, and except for the expected and always lovely knit pieces, we’re also spotting some very nice tailoring in there.

The sister-trio running the brand decided to start measuring the label’s carbon footprint in 2017 in order to better understand the development of their work, and their goal is to become fully CO2 neutral by 2025. Wanting to be industry frontrunners when it comes to incorporating eco-friendly materials in their collections, they’re actively involved in projects dedicated to fabric and production development, while also participating in different forums to share their progress and know-how. 

That said: There’s no question that Dagmar understands what it takes to be a modern fashion brand, and we can’t wait to see where time will take them.


Explore Dagmar’s “Good Choice” garments here, and follow them here for updates.

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