Swedish fashion brand House of Dagmar has been around for 15 years. The retailer was founded in 2005 by three sisters, Karin Söderlind, Kristina Tjäder, and Sofia Wallenstam, whose mission it was to establish a business based on high-quality design and sustainable materials.
The brand is known for seamlessly blending low-impact fashion with a chic, minimalist aesthetic. Tailored blazers, sleek midi dresses, sustainable denim, and elevated tees are what you’ll find, whether you’re shopping online or at one of their three brick and mortar locations in the Swedish capital of Stockholm.
Since its inception, House of Dagmar has implemented new sustainable practices nearly every year. For example, in 2008 they launched dresses and tops made from organic cotton, in 2011 they began working with a material called lyocell jersey (it is biodegradable), and last year they collaborated with RENEWCELL to learn more about turning used cotton and other materials into new fibres and fabrics.
This year, the Swedish fashion retailer has vowed to take their sustainability promise a step further. For 2020, they pledged that 90 percent of their collection would be sustainable (a huge increase from the 25 percent they achieved in 2017, the 35 percent in 2018, and the 50 percent in 2019).
According to their website, House of Dagmar’s approach to sustainability is built on three pillars: design, ethics, and longevity. They always strive to design clothing made from materials that are built to last. That is why the lifespan of House of Dagmar’s clothing is longer than the average clothing item. Materials they use include certified viscose, organic cotton, friendly fur, mulesing-free merino wool, recycled polyester, chrome-free leather, lyocell fibres, and eco-regenerated cashmere. Beyond the materials themselves, House of Dagmar only uses production methods that are harmless to the environment.
How will consumers know which House of Dagmar’s products is sustainable? They have made it easy for customers thanks to their “GOOD CHOICE” label. This is a label that House of Dagmar created which indicates to consumers that the item is made out of sustainable materials.
House of Dagmar’s goal is to eventually have 100 percent of their collection made out of sustainable materials.
