When sustainable eyewear brand Karün from Chilean Patagonia were looking for the best market in Europe to launch their new product; sunglasses made out of recycled fishing nets, they chose Stockholm. Why? You may ask. Stockholm has far from the amount of sunshine that many other European cities can boast with. The answer, however, is not to be found in the weather, but rather in the Swedish values.
"Sustainability and living more in harmony with yourself and with the planet is something that is embedded in the roots of society here. We needed to go to a market where people actually understand our philosophy, and we see Sweden as being one step ahead of the rest. In Stockholm, there was a direct match in values, in market readiness, and how people think and consume", says Colja van Haaren, Karün Europe.