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Introducing the Scandinavian sustainable brand making waves in the fashion industry

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

When it comes to sustainable fashion, it can be hard to know where to start. With an endless barrage of information, countless new and established brands to research, and a mass of confusing terminology out there, it's understandable that anyone might feel a little overwhelmed.

In light of this, every month we will focus on a brand that knows exactly what it means to be a sustainable force for good in fashion today. From debunking inaccuracies to advice for aspiring brands and tips for consumers on how to be kinder to the planet, we cut through the noise so that you don’t have to. This month we’re getting to know Nynne, a contemporary Scandinavian brand that bridges luxury craftsmanship and sustainability through its signature exaggerated silhouettes.

Founder Nynne Kunde always stays true to her Scandinavian roots within her designs, through clean minimalistic lines and vibrant colours, while adding bursts of detail that are synonymous with the cosmopolitan energy of London, where she lived and studied for several years. For Kunde, blending the aesthetics of the two cities strikes the perfect balance - allowing her to celebrate dressing as a form of power and to elevate her customer's everyday wardrobe in a confidence-boosting way.

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

Not only is Kunde passionate about making her customer feel good, but her brand also does the same for the planet, too. The label has eight key areas of sustainability it aims to implement throughout its operation; materials, production, proximity, avoiding dead stock, consciousness, durability, packaging, and its own 'Diana' concept. The brand's signature piece, the Diana dress, represents Nynne's way of designing. The versatile, multi-tasking dress can be worn any way and anywhere - whether that's to the park, office, a wedding or just at home - encouraging clients to have a smaller wardrobe and buy less, and keep that piece forever.

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When thinking of materials, with each season the brand is a step closer to fully sustainable sourcing. For autumn/winter 2021, 60 per cent of all the fabrics used for the collection are recycled or are certified sustainable.

Overproduction is one of the most polluting elements of the fashion industry, something which Nynne combats by selling the majority of its pieces via customer pre-order - meaning the label can produce precisely with little risk of overproducing and sitting on dead stock.

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

Fundamentally, the brand wants to change the mentality of consumer behaviour, by shifting people's shopping habits from impulsive trend-based shopping to a more stable way of investing in your wardrobe, thinking ahead, and committing to pieces that are true to your style.

Ultimately, Nynne represents a culture of buying less but buying better. We sat down with designer and founder Nynne Kunde to learn more about the brand.

What makes a truly sustainable brand?

"Sustainability is not black and white, in my opinion. Brands have very different approaches to sustainable practice, but if the brand cares and is making efforts in several areas of their business, I see them as a sustainable brand. As a brand that cares about sustainability, we try to optimise and develop our business as close to the circular fashion model within our budgets."

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

How do you successfully run a sustainable business?

"In our situation, it has been about making choices which would impact our environment less and making sure everything we put out has been made under proper conditions. As a small brand, we have chosen to work with European-based family-run manufacturers we know and have a personal relationship with. Especially during tough times - like now - it's important to communicate and work as a team to make sure our supply chain works and isn't rushed.

"We also make a great effort in our selection of textiles within our budget and overall how we approach design. Our mission is to put fewer clothes out, and [give customers the option to] restyle and rework our pieces in your wardrobe and therefore give it longer durability."

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

What do you think needs to change in the industry?

"In general, we need to rethink how many clothes we put out in the world and how much is necessary - especially when you look at fast fashion and how unsustainable that supply chain is. The fast fashion industry has a massive climate footprint that needs to be looked at to create change, but also major fashion houses with six-to-eight collections a year need to rethink their structure and the negative impact it has on the environment. We have made the consumers used to seeing new clothes so often that they of course want to be part of it, which will be the mentality we need to change."

What is the industry doing right?

"The industry is doing right by listening and taking action on the sustainable change people have been asking for. Consumers are asking more questions and are more curious about the origin of the products they are buying. The industry has slowly been making that change, by showing the consumers where and who are making their clothes."

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

What do you want to achieve personally with your brand, in terms of sustainability?

"Since I started the brand, I have wanted to make clothes that are meant to last, which is how I think when I design. Our signature Diana dress is representative of our way of designing. We create pieces that are meant to be worn in the most versatile way possible, giving the customer the chance to dress up and down a garment; wearing it on casual and formal occasions. This is our mentality and approach every time we start a new collection and I hope to be able to achieve pieces people would have in their wardrobe for a long time - either passing it on, dying it or recutting it to be used in a different way."

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

What advice would you give to those wanting to make their business sustainable?

"It can be quite overwhelming wanting to shift to a sustainable model. My advice would be to try to rework one segment at a time to make sure it's done properly. Researching and asking people for advice is important as there are so many different ways to do things."

What’s the smallest change a consumer could make to become more eco-conscious?

"Be more conscious about your buying habits. Are you buying too much? Are you too spontaneous? Also researching the brand's approach on sustainability before you buy is vital."

Photo credit: Courtesy of Nynne
Photo credit: Courtesy of Nynne

What are the most common inaccurate “facts” about sustainability you see pushed out?

"The biggest thing I've been noticing is greenwashing, by using sustainable fabrics as a sales point - leaving out of sight the supply chain, shipping, packaging, working conditions, and dead stock.

"Also, a big misconception about sustainability is that buying clothes made from organic fabric doesn't necessarily mean the supply chain is sustainable."

What should consumers look out for when shopping sustainably?

"Being on top of every single sustainable approach while shopping can be quite difficult. One way a customer can shop sustainably without feeling overwhelmed is to focus on a few great initiatives you stand by, such as ethical production. Is it produced close to you or is this brand great at eliminating dead stock? This makes the piece you buy unique."

Where do you turn to when you feel confused about sustainability?

"I tend to go to Chatham House, Business of Fashion and Global Organic Textiles Standard."

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