House of Dagmar Doubles Down on Sustainability

For a small business, House of Dagmar has big ambitions — for sustainability. The influential Swedish brand, which had sales of 670,000 euros at retail last year, in February will open its first store at Grev Turegatan 18 in Stockholm, where it will sell only sustainable products with Good Choice hangtags, indicating that the items are part of a responsible collection. Additional circular services will include clothing rentals for special occasions. A portion of the label’s e-commerce site is dedicated to sustainable items such as the Kin dress made of sustainable FSC-certified viscose for 3,195 Swedish Kroner, or $333, and Naoko chrome-free leather pants for 5,995 Swedish Kroner or $626. House of Dagmar is committed to becoming climate-neutral by 2025, and offering 100 percent sustainable collections. It’s planning to open a green flagship and Dagmar Decades store where consumers will be encouraged to hand in and buy secondhand clothes. The brand is one of the first European fashion labels to reveal climate-impact results, which it began measuring in 2017. European Clothing Action Plan and Anthesis Group monitored House of Dagmar’s efforts. The environmentally friendly materials in collections received international certificates ensuring that they were produced with less CO2, less water, fewer chemicals and less

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