Sustainable Fashion NOW

The Sustainable Fashion SHOW - The Best of Swedish Eco-Fashion at Stockholm Fashion Week

Pressmeddelande   •   Aug 06, 2012 07:31 CEST

The next edition of Stockholm Fashion Week held between 13-19th August 2012 will include a fashion show dedicated to the best of Swedish eco-fashion. The show, which is organised by Sustainable Fashion NOW, is inspired by London Fashion Week's ethical initiative Estethica. The event will take place at F12 Terrassen on Friday 17th August at 9pm. 

The clothes that are going to be shown are re-made, reused, lent out or made out of sustainable materials - what they have in common is that they all contribute to a more sustainable fashion industry with less waste of natural resources or violations of human rights with the present and future generations in mind.

- We want to show that sustainable fashion can be as appealing as conventional fashion, says Ada Källgren and Maya Olofsson, Co-Founders of Sustainable Fashion NOW. Our aim is to display several ways of consuming sustainably without having to compromise on quality or aesthetics and to spread the understanding that consumers have a great impact on sustainable development through their shopping habits. We want to show that sustainable fashion is tasteful, contemporary and without limits. 

The Sustainable Fashion SHOW is listed on the Stockholm Fashion Week calendar of public events and will take place at F12 Terrassen on 17th August 2012 at 9pm. Participating designers, shops and organisations are: Nudie Jeans, Uniforms for the Dedicated, Stadsmissionen REMAKE, Restructional Clothing, Camilla Wellton, REVERY, Ida Wadenrud, Röda Korset Hornsgatan 56 and Lånegarderoben. For further information please contact Co-Founder Ada Källgren on

Main Partners: F12 Terrassen, Yuniik Models Stockholm, MOOW Kommunikation and Green People Organic Lifestyle. 

Sustainable Fashion NOW aims to inform fashion consumers about the issues of over-consumption and inspire to love and consume fashion in ways which do not cost the earth. Co-Founders Ada Källgren and Maya Olofsson both studied CSR specialising in fashion manufacturing and consumption. Ada is a Fashion Business student at London College of Fashion and Maya is studying a Bachelor of Design in Fashion and Textiles at UTS, Sydney.