Press release - 3 March 2021 09:51

Gina Tricot launches Gina Lab, an innovation program focusing on more sustainable and circular fashion

Gina Tricot continues to set new challenges and goals. As the journey continues, and with the goal of playing a larger part in a more sustainable, circular fashion industry, the company is launching a new innovation program: Gina Lab. In this new concept, Gina Tricot will explore and test the latest in innovative methods, technologies, and materials, on its own and through exciting collaborations with creators, researchers, and companies. In connection with the Gina Lab launch on 11 March, the very first Gina Lab collection will be released, with Nordic Swan Ecolabel-marked, gender-neutral tracksuits that will appeal to all styles and age groups.

Gina Tricot works continuously to find new solutions for achieving more sustainable and circular fashion, and even with significant progress in the right direction, the company finds there is so much more to do and learn. Through the Gina Lab innovation program, the fashion company will challenge itself, going in depth to discover the latest techniques that will take the industry further – and into the future. Gina Lab is a living concept, and during 2021, we can look forward to a variety of inspiring releases, such as unique, mineral-dyed garments, an exciting capsule collection with pieces made from found objects discarded in our oceans, and not least, a collaboration with the research teams behind a new, revolutionary, and prize-winning production technology.

“The launch of Gina Lab is truly a milestone in the journey towards a more innovative, circular fashion industry. Daring to challenge ourselves and teaming up with innovators in the industry is an important part of our strategy, as well as our goal to scale up our projects to encompass the entire Gina Tricot range. We want to be able to influence and inspire others in the industry, and most of all our customers, to make more sustainable choices. Together, we can make a difference,” says Emma Garrote, Global Production & Sustainability Manager for Gina Tricot.

Gina Lab, with its broad target group and offering of something for everyone, will have its own segment and expression in social media, online, and in store. The playful furniture concept that adds colour and shape to the Gina Lab departments in selected Gina Tricot stores has been exclusively created by influential designer Gustaf Westman. In connection with the Gina Lab launch, a colourful Gina Lab collection will be released, with Nordic Swan Ecolabel-marked, gender-neutral tracksuits that are ideal for any style or age group. Most of the items in the collection are made from soft, organic cotton and marked with the Nordic Swan Ecolabel. They are designed to be long-term members of a wearer’s wardrobe, with colours to mix, style, and vary according to mood, and in one’s own unique way. The Nordic Swan Ecolabel means that the items are produced with reduced environmental impact, and have met the requirements of one of the world’s most respected and stringent environmental labelling schemes. The company wants the same humble pride that it feels in this endeavour to permeate the collection and reach the customers wearing the garments.

“By launching the Gina Lab concept, we can inspire in a new way, and also reach a broader customer target group. It’s very important to challenge ourselves and think in completely new ways. We never stand still at Gina Tricot. We work continuously to be able to offer a more sustainable and circular range, with items that the customer will not tire of, and which are always characterised by a high degree of fashion. Gina Lab allows us to make more progress, and together with exciting partners, we can find new methods and do more good things that we can be proud of,” says Karin Westas Norlander, Marketing & Brand Director for Gina Tricot.

Gina Lab will be launched on 11 March 2021 in store and online at ginatricot.com.

Social media: @ginatricot.lab #ginalab