24 Towards a sustainable profitability
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The good example
New Wave Group ’ s sustainability efforts are closely linked to the purchasing offices and the production of products . But within the Group , there is a much more extensive work going on than that . Here are some examples from different subsidiaries .
Fuseknit Comfort Baselayer is made of recycled polyester
CRAFT Sustainability plays a central role for Craft when developing functional sports clothing designed to last over time and withstand tough environments and weather conditions . Craft is driven by a sustainable mindset in the entire design process – developing high-quality products that don ’ t need to be replaced as often .
The last seasons Craft has also implemented a number of other initiatives in a product level . For example , Craft ’ s most sold base layer collection , Fuseknit Comfort , is now made of a recycled polyester fabric and all cotton-based products are replaced with an organic cotton fabric . In 2019 , Craft launched its first fully spun dyed concept : The Essence range in the bike category . Thanks to the opportunity of sharing the raw fabric used with other brands within the Group , Craft have been able to reach sustainable concept that is still highly commercial . Future ambitions and goals are set high and Craft is committed to steadily increase the use of more sustainable materials and processes .
Future ambitions and goals are set high and Craft is committed to steadily increase the use of more sustainable materials and processes .