24 percent sustainability labelled fashion at KappAhl this spring

At KappAhl, the efforts have intensified to ensure more sustainable fashion finds its way to the customer's wardrobe. This spring, 24 percent of the fashion chain's assortment is sustainability labelled. The collaboration with the famous photographer is this spring's highlight.
      "KappAhl and Mary found one another at once through their great commitment to sustainability", Carina Ladow, Vice President Assortment and Design at KappAhl, says. The result of the collaboration, the "Dreams through a Lens" collection, combines sustainably produced materials and classic fashion that endures.

At KappAhl, the efforts have intensified to ensure more sustainable fashion finds its way to the customer's wardrobe. This spring, 24 percent of the fashion chain's assortment is sustainability labelled. The collaboration with the famous photographer is this spring's highlight.
      "KappAhl and Mary found one another at once through their great commitment to sustainability", Carina Ladow, Vice President Assortment and Design at KappAhl, says. The result of the collaboration, the "Dreams through a Lens" collection, combines sustainably produced materials and classic fashion that endures.

When KappAhl, in a large questionnaire, asked its customers what the most important environmental issues were, increased access to environmentally friendlier materials and reduced use of chemicals came top. These are two important sustainability challenges that are high-up on KappAhl's agenda.
     "The so far limited availability of sustainable materials is one of our major challenges", Carina Ladow says. "We are closely following the commercial availability and participating in important projects that are taking the development forwards."

Mary McCartney and "Dreams through a Lens"
The famous and internationally acknowledged photographer Mary McCartney, daughter of Paul and Linda McCartney, acted as the creative director as well as photographing and filming the "Dreams Through a Lens" campaign.

"Dreams through a Lens" is a classic, timeless, summer collection, completely produced from sustainable materials – organic cotton, organic flax and recycled polyester. The collection is produced using less water, energy and chemicals and it has a classic cut that means the clothes last longer. "Dreams through a Lens" is launched on Wednesday, 6 May, on Shop Online and in stores. Pictures from the collection are available to download from KappAhl's press image bank.

KappAhl's sustainability work
KappAhl gathers all of its extensive sustainability work in the concept "Future Friendly Fashion". The work is conducted in many areas, focusing on more sustainable fashion in the customer's wardrobe. Today, 24 percent of the assortment is sustainability labelled and, by 2020, all cotton from the fashion chain will originate from more sustainable sources.

For more information, please contact:
Carina Ladow, Vice President Assortment & Design. Tel. 46 (0)704-71 57 02, e-mailcarina.ladow@kappahl.com
Charlotte Högberg, Head Public Relations. Tel. 46 (0)704-71 56 31, e-mail charlotte.hogberg@kappahl.com

KappAhl was founded in 1953 and is a leading fashion chain in the Nordic region with nearly 400 stores in Sweden, Norway, Finland and Poland together with Shop Online. KappAhl offers good-value fashion of its own design to a wide range of consumers – women, men and children – with a particular focus on women in the mid-life age range. 24% of the range is sustainability labelled. In 2013/2014, the turnover was SEK 4.7 billion and the number of employees approx. 4,000. KappAhl is quoted on NASDAQ Stockholm. For more information, please visit www.kappahl.com.

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KappAhl was founded in Gothenburg in 1953 and is a leading fashion chain in the Nordic region with close to 400 stores in Sweden, Norway, Finland and Poland. Our business idea is to offer value-for-money fashion of our own design to women in the prime of life and their family. Sustainability-labeled fashion accounts for 38 per cent of the range. Sales for 2015/2016 totaled SEK 4.7 billion and the company has approx. 4,000 employees in eight countries. KappAhl is quoted on Nasdaq Stockholm. More information is available at www.kappahl.com

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KappAhl and Mary found one another at once through their great commitment to sustainability
Carina Ladow, Vice President Assortment and Design at KappAhl