Ahead of its s/s 23 launch, Swedish childrenswear brand Polarn O. Pyret, (PO.P) has confirmed 100% of its product range is now made from more sustainable materials. PO.P has reached this milestone two years ahead of its original goal, which was initially set for 2025. The news also follows the recent completion of the brand’s circular fashion model, with the official launch of PO.P Second Hand.
The announcement will see every PO.P product consist of a minimum of 70% sustainable fibres. This includes clothing and accessories through to outerwear. PO.P has identified the materials that are market leaders in terms of reduced impact on people, the planet and animals, to meet sustainability goals. At the same time, it retains its high-quality and promise of longevity: for each garment to last at least three children.
Sustainable materials in the new collection include organic cotton, GOTS organic, recycled polyester, recycled polyamide and Tencel ™ Lyocel.
To achieve this sustainability goal, PO.P has had to make the difficult decision to stop producing its popular rainwear. Unfortunately, it didn’t quite meet the new strict sustainability requirements. However, the brand looks forward to extending the lifespan of its rainwear through PO.P Second Hand.
The new s/s 23 collection also introduces garments made from reclaimed fabrics leftover from previous seasons. Unlike most designs in the new drop, products carrying this label may contain less than 70% of sustainable fibres. However, by using potentially wasted materials left over from previous collections, PO.P is helping to reduce waste as well as conserving the planet’s resources.
Commenting on the development is Mats Nilsson, Polarn O. Pyret’s UK MD.
“We are incredibly proud to have reached our goal of using sustainable fibres across our entire collection. To have achieved this two years ahead of schedule is just fantastic and a great way to start 2023.
“Our brand is steeped in a heritage of sustainability, and it’s always been the central pillar of PO.Ps ethos. In 2022 we conquered the second hand market and now, with every garment being made with a minimum of 70% sustainable fibres, we are strengthening our position as a leader in sustainability in the fashion world yet again.”
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