Creative Director Frida Bard
Photography: Mustafa Sarwar
A Q&A about sustainability, the Reclaim concept and the core values of HOPE.
What would you say is the core of HOPE – now almost two decades old? And how do you fulfill your objective of creating progressive fashion?
Tell us about deadstock turnover, and your recently launched HOPE Reclaim concept.
We are proud to say we have good efficiency in our production and sales where we don’t overproduce products or sample collections. We have a low percentage of cut-outs (maximum 10% in total). We have slim-lined our assortment and now only focus on the core products, cutting the tails and letting go of categories that feel are not sustainable. In addition to that, we are trying out new materials that are more conscious in the way they’re produced.
I don’t like to answer this question since I find it easy to become excluding. What I can say is that many of our customers are very conscious, artistic and interested in quality and design.