Ahead of the childrenswear brand Polarn O. Pyret’s (POP) SS23 launch, it has reached the milestone two years ahead of its original goal.
Initially aiming for all its products to be crafted from eco-friendly materials by 2025, POP has already ensured that every product will consist of a minimum of 70% sustainable fibres.
POP has identified the materials which are market leaders in terms of reduced impact on people, the planet and animals, in order to meet its sustainability goals, while retaining the brand’s high quality and promise of longevity – for each garment to last for at least three children.
In order to reach the goal, POP had to cease production of its rainwear as it didn’t quite meet the sustainability standards.
As part of the new commitment, POP has avoided eco-labelled materials that don’t meet its requirements, as the brand believes in making high quality clothes which last a long time to reduce environmental impact. POP will work continuously to update its materials as advancements in sustainability occur.
The new collection features materials such as organic cotton, GOTS organic, recycled polyester, recycled polyamide and Tencel Lyocell. The collection also introduces garments made from reclaimed fabrics from previous seasons. Unlike most designs in the new drop, these products may contain less than 70% of sustainable fibres, however by using potentially wasted materials from previous collections, POP is reducing waste and conserving resources.
Mats Nilsson, POP’s UK md, commented: “We are incredibly proud to have reached our goal of using sustainable fibres across our entire collection, and to have achieved this goal 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 POP’s 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.”
