House of Dagmar unveils exclusive collection for Zalando
Swedish label House of Dagmar has launched its exclusive capsule collection on Zalando, which highlights its sustainability efforts and material choices.
Developed in partnership with the online fashion platform, the 20-piece collection has been designed to be “timeless, versatile and elegant”, remaking wardrobe staples such as a denim shirt, cable sweater, loungewear, and a coat with more sustainable fabrics.
The collection focuses on three key areas of House of Dagmar’s sustainability strategy - to reduce carbon emissions, save water and minimise waste through material choices, with 55% of the collection containing recycled content, such as recycled wool and recycled polyester made from plastic bottles, of between 30 and 100 percent.
Sustainable highlights from the collection include the Thelise coat made from recycled wool and polyester, equating to 74% less carbon emitted than a similar garment made from virgin wool and polyester, and the Alba denim was created from raw, GOTS certified organic cotton, meaning no additional processes are applied to the fabric after the dying stage, reducing pollution, chemical use, carbon emissions and supporting the health of manufacturers.
The collection is accompanied by a fibre impact report by global sustainability consultancy Anthesis which provides greater transparency on the label's ambition to minimise carbon emissions, water consumption and waste in the 20-piece collection.
Through the collection's reduced carbon and water footprint, the impact report showed that the collection has avoided an estimated 7,700kg of CO2 , the equivalent of driving from Berlin to Madrid 13 times (31,000km), and 184,000 litres of water, approximately 600 bathtubs, based on the Higg Materials Sustainability Index (MSI).
Sofia Wallenstam, Brand Director at House of Dagmar, said: "We hope we can inspire our customers to be bold and establish a new mindset when it comes to what they wear and why. A conscious mindset, where each purchase is of a product that is made to last. And that each clothing item added is part of a style that can last a lifetime, or be passed on to a new wearer. Just like Zalando, we strive for transparency, so we’re incredibly proud to have won the award and to have produced this capsule collection and Fibre Impact Report – it’s another step towards a more sustainable future."
House of Dagmar was voted as the winner of the first Zalando Sustainability Award at Copenhagen Fashion Week AW21 in February. The label impressed the jury with its strong sustainability ambition which is implemented through many aspects of the brand’s supply chain.
The award pays into Zalando’s sustainability strategy, do.MORE as the company commits to generate 25% of GMV (Gross Merchandise Volume) with more sustainable products by 2023.
Kate Heiny, Director of Sustainability at Zalando said: "We want to enable our customers to make more sustainable choices and speak a sustainability language everyone can understand. By calculating the fibre footprint of each item in the collection, we are able to transparently show our consumers why each product is a more sustainable choice – driving change and having a positive impact on people and the planet."
The Zalando x House of Dagmar Collection is available now on its online store.