Swedish clothing brand PO.P, formally known as Polarn O. Pyret, recently hosted its first-ever UK press day. Taking place at the brand’s flagship London store in Westfield White City, the event brought together press and influencers as well as an unveiling of the complete s/s 24 collection.

Collection highlights included the brand’s iconic stripes in bright seasonal colours, the new PO.P Adventure range, and several sneak previews of the high summer collection and swimwear.

The event enabled press to learn more about the brand’s Second-Hand initiative.

Following its launch in 2023, and as the only known major fashion brand to embed this service into its core business model, the award-winning scheme has been hailed by industry experts as truly raising the bar for re-commerce.

 

 

The event also presented an opportunity for guests to meet PO.P’s CEO Johan Munck, who shared information about the brand’s journey so far and its commitment to sustainability and a circular business model.

Speaking about the success of the event, Munck says: “It was wonderful to be present at PO.P’s first UK press day. 2023 was a fantastic year for our brand, we hit a major milestone with 100% of our product range made from more sustainable materials and we also won two prestigious industry awards here in the UK.

“The press day was a great opportunity to kickstart 2024 and meet some of the press and influencers who have supported the brand from the very beginning. We look forward to another momentous year and hosting another event soon.”

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