How Nordic Brands are Shifting the Sustainability Status Quo


The Danes have a word, “hygge,” pronounced “hoo-guh,” that the Oxford Dictionaries describe as “a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being.” The Norwegians refer to this state of bliss as “koselig;’’ the Finns, “kalsarikannit.” In Sweden, everyone from Malmö to Kiruna bandies about the word “lagom,” which means “not too little, not too much—just enough.”

It’s this Scandinavian concept of warmth, sanctuary, and intimacy that the Nordic Fashion Association, a nine-year-old coalition that represents the clothing and textile sectors of all five Nordic countries, wishes to extend to the fashion industry and its efforts to become more sustainable.

Seeking collaborators across the Atlantic, delegates from Sweden, Norway, Denmark, Finland, and Iceland recently gathered in New York City to discuss how brands, retailers, and designers can create a new paradigm for making apparel that promotes the environment, rather than diminishes it.

Read the full story at Just-Style