Our Vision for A New Sweden

July 1, 2017
Stockholm, Sweden

In this post, founder Lisa Bergstrand outlines her vision for A New Sweden. Where the concept came from, and where we are going.

We aim to revolutionise the Swedish fashion industry by launching a progressive clothing label that shows that high quality clothing can be manufactured in Sweden, only by Swedish materials and without chemicals.

This idea came from more then ten years of experience working in the fashion and textiles industry. I've worked across the business from high end luxury brands to ambitious start-up labels.

In my time, I saw first hand how important the fashion industry is to communities, but also how damaging it can be to people, and to our planet.

The majority of the world's clothes are made of synthetic oil-based materials such as polyester, acrylic and nylon. Thousands of different chemicals are used in the manufacture process of these materials. In addition, when washed, they release micro-plastics that pollute our groundwater and our oceans.

The natural materials such as cotton are usually grown irresponsibly in countries with low environmental standards. They contributes to an overuse of chemical pesticides that pollute the environment. In addition, when bleaching and dyeing, toxic chemicals are used. Then the long transportations cause enormous amounts of carbon dioxide emissions every year.

Swedish fashion companies have unfortunately helped to create a mass production of clothing in low-wage countries with bad environmental laws. Ironically, Swedish environmental and labour laws are some of the strictest in the world, and Sweden has one of the lowest CO2 emissions per capita of the western world* (4.6 tonnes per capita in 2013, 1/4 of the USA and Australia, and half of Germany).

Sweden leads the world with its progressive ideals, but its fashion industry has a long way to go.

With A New Sweden, I want to prove that it is not only feasible and beneficial, but essential to bring garment production back to Sweden.

My aim is for the Swedish fashion industry to be known worldwide, both for its influential design and for its responsibility for the people and the environment. We can not continue to produce clothes as we do today if we want to keep our planet.

It won't be easy, but with your support, I know we can change fashion for the better.

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— Lisa Bergstrand,
Stockholm July 1, 2017.