DEDICATED: A SUSTAINABLE BRAND

 

Yet another one in the series of sustainable fashion brands is the swedish streetwear brand DEDICATED.

Emilie Kvistbjerg met the founder, Johan Graffner, at Copenhagen Fashion Week. They had a chat about being the positive alternative in the street fashion market. About sustainability not only as an option but as the only option.

Also, Graffner emphasised, that sustainability is not a term that is used in the industry anymore but has been replaced by ‘responsibility’.Johan recommends everyone with interest in sustainability (and fashion) to watch the documentary “The True Cost” that focuses on ‘fast fashion’. It’s available on Netflix and you can read more about it here.