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A few years ago, the three sisters behind House of Dagmar got serious about sustainability (here is when we last gave them a shout out for their forward thinking steps). For pre-fall 2020 they have introduced a Good Choice-tag–a label that guarantees a garment’s green credentials. The press packet this season also came with a little summation explaining, piece by piece, the origins and certifications of the sustainable fibers used in the collection.

For sustainable fibers have been the sisters’ biggest priority. Ever since they started measuring the brand’s climate footprint in 2017–and discovered that 70 percent of their total carbon footprint comes from the fibre production–actions have been taken to increase the use of more sustainable materials, such as GOTS-certified organic cotton, mulesing-free merino wool, chrome-free leather and FSC-certified viscose.

”We are proud that 80 percent of the pre-fall 2020 collection is Good Choice-labeled, which means that 80 percent of the garments are made of sustainable materials”, the trio says today.

This year, the brand turns 15 years old and celebrates by launching its first designer store on Grev Turegatan 18 in Stockholm. The store opened last week and plays a major part in Dagmar’s new circular business model–here, only Good Choice-products will be sold.

And speaking of choices, there are many chic options in the coming pre-fall collection. Its strongest story is oversize suiting. A sandy-beige suit, pants tied with a thin cord, and several XXL shirting options, are all winning looks. Helen Frankenthaler, the American abstract expressionist painter, was the season’s muse. The Dagmar-sisters liken the ribs on a knit dress to brush strokes. The palette–opulent greens, blush pinks against soft whites and muted camels with accents of saffron–is inspired by Frankenthaler’s sensitivity for color and composition. We give the collection 5 out of 5 and add a number of looks to our wishlists.

Shop House of Dagmar here and give them a follow here.


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