Sustainable fashion and lifestyle brands in Stockholm
An increasing number of impact entrepreneurs choose Stockholm to set up their business or launch their product. For example, impact innovation hub Norrsken has grown rapidly since inauguration two years ago and today hosts 350 companies working to improve the world.
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.
These values and market readiness were also highly appreciated by Stockholm native, Elin Mohlander when she founded the sustainable fashion brand Residus. They source high-quality surplus fabrics from factories and other fashion labels directly, in order to maximize the life cycle of existing textiles, cut out harmful manufacturing processes and minimize our ecological footprint.
"Within Sweden and especially in Stockholm, people are very curious about this [sustainablity] topic. People are really aware and feel that this is important to them. So, many times they have read about our mission first and then have a look at our products, like what they see, and buy them", says Elin Mohlander.
Stockholm is leading the way in sustainability, has high ambitions to be fossil fuel-free by 2040 and Swedes are according to a global study the best positioned in the world to meet the UN's Sustainable Development Goals.
"We need the impact entrepreneurs, the entrepreneurs that strive to solve the greatest challenges, in order to continue to drive change from Stockholm. In a few years, we hope that Stockholm has developed from a unicorn factory to an impact unicorn factory", says Anna Gissler, CEO Invest Stockholm.