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gina tricot launches vintage collection in partnership with wwf

Press release -

gina tricot launches vintage collection in partnership with wwf

“Do something good, buy something old” is the slogan for Gina Tricot’s unique collaboration with the World Wide Fund for Nature (WWF). The two partners developed the initiative to put focus on the pathway to a more sustainable fashion future. In the limited-edition vintage collection “Reuse for the planet”, developed entirely from second-hand T-shirts, the old is transformed into the new. These unisex garments have been updated and emblazoned with three fashionable but also very important statement print messages, emphasising respect and love for nature and wildlife. The campaign will also inform customers about smart and simple ways to make more conscious choices in daily life. Ten percent of the proceeds will be donated to WWF’s vital work to stop destruction of the planet’s natural environments and build a future where humans live in harmony with nature. The collection is part of a larger environmental collaboration that began in the end of 2019.

“The foundation of our partnership is focusing on achieving more sustainable water use in Gina Tricot’s value chain and the fashion industry, to contribute to reducing the sector’s environmental impact. This campaign is a way of showing consumers how they can contribute as well. Choosing to buy re-used clothing is a great example of how we can decrease the pressure on our planet; which is crucial right now,” says Erika Sundell, Head of Corporate Partnerships at WWF Sweden.

“Weare incredibly proud to be a part of this collaboration with the World Wide Fund for Nature! Together, we’re challenging the fashion world and the traditional value chain in our industry. Fashion must become more circular, and this is an excellent example of how to make a difference. The collection proves that second-hand and remakes are just as fabulous as new garments,” says Emma Garrote, Global Production and Sustainability Manager for Gina Tricot.

The vintage collection”Reuse for the planet” will be released on 13 November 2020, and will be available in Gina Tricot’s stores in Sweden and online at



Gina Tricot is a Swedish fashion chain offering exciting, feminine fashion to women in over 30 countries. We don’t complicate things. Our strength has always been keeping things simple, which applies to our designs and working methods alike. We have a passion for fashion, with the goal of offering customers a new and exciting shopping experience.



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Gina Tricot is a Swedish clothing company, offering trending fashion to women in over 30 countries. Our customers will find outfits and accessories for every occasion, every day of the week – must-have basics, denim, and the ultimate party pieces. At Gina Tricot we have an immense passion for fashion, intending to offer our customers a new and inspiring omnichannel based shopping experience, both online and in store.

We’re always aiming to find new forward-thinking ways how we can evolve as a fashion company; looking for great sustainable solutions, creative work ideas and unique collaboration opportunities to become even better at what we do – and put our hearts into every day – as an international fashion supplier.

Gina Tricot