THE GREATEST CHALLENGE OF OUR TIME
Photo : Max Alm Norell , 2015
Photo : Bosse Johansson / Gothia Reklamfoto AB , 2017
Photo : Johanna Wass / Filmhouse AB , 2018
Photo : Amanda Falkman / Frkn Falkman , 2019
Photo : Andreas Borg Scheller / Gothia Reklamfoto AB , 2021
The textile industry is facing serious global environmental and social challenges . The current consumption is driven by population growth and economic development . The world ’ s population is expected to reach 9.2 billion by 2050 , and the number of middleclass consumers is expected to triple by 2030 .
The increased volumes in fashion mean that the already significant environmental impact from the textile industry is also increasing , particularly from the use of water and chemicals in cultivation and cotton production . It is an equation that requires its solution , and for us it is important to control the entire production chain - it starts at the first stage with the cotton farmers , and we dare say that we pretty much know which farmer has planted when and where .
As you can see , the whole is important to us . By that we mean that our production must be sustainable all the way . Above all , it is important to improve working conditions for our cotton farmers and for employees working in the chain , such as processing and production . Simply so that they can make a living from their work .
How we respond to challenges in the textile industry
In order to actively address and improve the social and environmental challenges facing the textile industry , we launched , together with our parent company New Wave Group , our Cottover brand in 2015 . With a focus on sustainability , our goal was to create products that maximize the positive contribution of social issues , while minimizing the environmental footprint .
Full control and traceability all the way back in the supply chain was , and is , a key issue for us . We wanted to create a unique brand with products certified throughout the production chain . To ensure that we could meet the requirements , we chose to use four independent textile certifications : Svanen , Fairtrade , GOTS and OEKO-TEX . Together , the four certifications cover both social and environmental aspects - from raw material to end product .
Third-party certification for credible guidance
As a customer , it is extremely difficult to know what you are actually buying and how the product is made . Using a third-party certification serves as a guarantee for both the customer and ourselves , as it means that the sustainability requirements are audited by an independent party who also verifies that the requirements are met . Third-party certification helps the customer to make an active , conscious choice and it also supports those suppliers who invest in environmentally sound practices and better working conditions .
In order to provide peace of mind for both our customers and ourselves , it was crucial for us to lean on recognised third-party certifications when developing our Cottover brand . It is just as important to us today and we are proud to be third-party certified .
We want to increase the understanding of sustainable and ethical consumption
We are aware that as a company , we have a great responsibility to develop and offer more sustainable and ethical consumption to our customers . We need to guide the customer towards conscious consumption . However , the customer himself has the ” power ” and is ultimately responsible for his choices . If the individual customer continues to choose to prioritize low prices over sustainability aspects , unfortunately the textile industry will continue to move in that direction .
We do not want to support this , which is why our ambition going forward is to spread knowledge and thus increase our customers ’ understanding of the importance of conscious , sustainable and ethical consumption . We are convinced that the consumption patterns of our customers are crucial in order to be able to pursue long-term and sustainable development in the textile industry .
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