What are the key sustainability metrics that you follow as a brand?
The work towards becoming an even more sustainable brand is a work in progress that is evolving in the same pace as we find alternatives for ways of working that has not been sustainable before, and we’re vigilant into finding better alternatives season after season. When it comes to fabrics we’re constantly reducing the usage of viscose and replacing it with tencel, modal or lyocell as well as replacing all traditionally grown cotton with organic cotton. We also have a long history of working with recycled polyester and recycled down, which are fully circular. We avoid garment washes and bleaches as much as possible. Having worked with the same manufacturers for quite some time now we have a close connection and do make sure the follow up on our sustainability standards is kept and according to our Code of Conduct. Regarding animal ethics, Rodebjer has made an active choice to not use fur or leather in clothes. We also always make vegan options for shoes and bags as part of the collections.
Has sustainability always been a big part of your brand aesthetic and messaging? What role does sustainability play in your company's overall strategy?
From growing up on a farm on the island of Gotland in the middle of the Baltic Sea, I was brought up to be aware of the nature and the animals around me and I saw directly the impact life had on the surroundings. Responsibility and resourcefulness was general practice. Way before sustainability became the buzz word it is today, we committed to a path of responsible design through well-crafted silhouettes, iconic prints and go-to staples that are conceived to be lasting in quality and style. We still have a long way to go. As of now, we are ethically vigilant in terms of factory practices and internal policies. We are continually exploring alternative material choices and as new technologies emerge, we remain a brand in progress, evolving with the innovations at hand and constantly challenging ourselves to rise towards sustainable progress in these ever-significant global times.
Where do you see the brand in 5 years?
My mission is to serve women with beauty and hope in addition to a well-considered uniform respectful of women’s day-to-day existence and of the planet she inhabits - a uniform to be worn today, tomorrow and far into the future. And that we will continue to do.
Do you think the future of fashion is sustainable and why?
When I started my business I had a sustainable approach. However at that time no-one believed in that and most people thought I was just being naive. I'm very happy that we are at a time when the whole industry looks at this as crucial. It is obvious that we cannot continue as we have done. The future of fashion just has to be sustainable, there are no other options as I see it.
What are some key pieces you have held onto in your closet for years?
I have a pair of thigh-high hazelnut colored Rodebjer boots from 2015 that I still wear. I also wear a pair of recycled patchwork workwear pants from 2014. From the Spring Summer 2020 collection I think the Sandy Crisp Dress in organic cotton is a perfect dress for every occasion.